Boys Scouts
Brand Campaign

Facing declining membership and negative press, the Boy Scouts needed to reintroduce themselves to kids and parents. We updated their brand and launched a campaign focused on the fun of scouting and the meaningful experiences it provides.

My Role: Copywriting, Scriptwriting, Campaign Strategy, Brand Strategy

What I did:

  • Co-wrote the updated brand guidelines.

  • Developed a brand manifesto to give meaning to the tagline “Prepared. For Life.”

  • Crafted print, radio, and campaign copy that highlighted adventure and rewards.

  • Shifted messaging from damage control to experience-driven.

How it went:

  • Gave the Scouts a stronger, more inspiring brand foundation.

  • Successfully reframed the narrative from controversy to connection.

Print

TV Spots

Out Here

Dream Bigger

Radio

When the Boy Scouts introduced “Prepared. For Life.” as their new tagline, they didn't have a solid understanding of what it stood for. I wrote this manifesto to give it meaning and a foundation from which to build its brand.

Brand Manifesto