Boy Scouts of America

Online Annual Report, Print, Social Media, Website

How did we ‘build a fire’ for the Heart of America Boy Scouts? 

The 12 points of the Scout Law are so much more than words on paper; they’re the reason the Boy Scouts exist. So to announce the 2015 online annual report, we created 12 unique, laser-cut postcards, one for each point of the Scout Law. Hundreds of area Boy Scouts stakeholders received the keepsake cards. The interactive mailer included the annual report URL and a challenge: Show Scout character burning bright on social media.

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Boy Scouts of American annual report website
Boy Scouts of America illustration
Boy Scouts of America Helpful card
Boy Scouts Annual Report Website

How did we shine a light on a really bright year for the Scouts?

One of the great appeals of Scouting is spending time in nature, which couldn’t be more different than reading an online annual report. So instead of sending an email with a link to the 2014 report, we created a postcard with light-sensitive ink that would only appear in direct sunlight. That’s really living the brand.

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Boy Scouts of America Annual Report