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Boy Scouts Annual Reports

How do we bring Scouting’s mission to life and boost support, year after year?

We saw the potential for the council’s annual report, a major marketing expense, to be more than a recounting of statistics. Serving tens of thousands of Scouts each year requires strong support from the community. Why not boost excitement, engagement and donations? Transitioning from printed reports to a digital presence, we put the budget, and our energy, into campaigns around the annual summer release, increasing the reach of the annual message from around 200 to more than 20,000.

Memorable messages, keepsake mailers, video, social media and more: The new approach was a hit with supporters — and awards juries.


Creative development


Art direction

Video production

Website development

Digital communication

Content marketing

2020, 2018 Telly Awards

2020 Addy Award

2016 Boy Scouts President’s Award,
Best Marketing Campaign

2019 | “My Scouting Family”

Together or apart, Scouting connects people. Scouts show us what it means to be family. The annual report theme “My Scouting Family” called out Scouts’ spirit, collaboration, resilience and creativity. Going beyond the online annual report, we shared the message far and wide by creating a branded GIPHY channel and custom “My Scouting Family” stickers.

2018 | “Character in Action”

The three fingers of the iconic Scout sign represent “Duty to God and country. Helping others. Obeying the Scout Law.” The image of the hand holds another powerful meaning for Scouts: Learning by doing. It’s what sets Boy Scouts apart. Our creative team made a keepsake poster of the Scout salute built from original illustrations representing the wide diversity of Scouting’s character-building activities. An animated video brings the fun to life.

2017 | “Your Jumping Off Point”

If you ask young people why they love Scouts, they tell you about camp and fun and friends. But if you ask parents, you’ll hear about preparing kids for life. The personal adventure starts with getting outside your comfort zone and challenging yourself. We brought this idea to life in our first 360° video. Not only did we share it via email and social media, we mailed out Google Cardboard viewers for a totally immersive experience. Move your mouse over the 360° video, to move around the scene. Have the YouTube app for the best mobile experience.

2016 | “Carry the Adventure with You”

What is it about Scouting that creates unforgettable, lifelong memories? For most, the answer is easy: Outdoor adventure. So we zeroed in on what that experience feels like, creating an inspiring video, shot on location at H. Roe Bartle Scout Reservation for our social media campaign and online annual report. But we didn’t stop there, we also cut, stamped and mailed 500 keepsake “postcards” made out of old tents from Bartle, to announce the annual report.

2015 | “Build a Fire for Life”

The 12 points of the Scout Law are so much more than words on paper; they’re the reason the Boy Scouts exist. So 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: Use the cards to show Scout character burning bright on social media.

2014 | “The Future is Bright”

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 website, we created a postcard with light-sensitive ink so the message would only appear in direct sunlight. The card’s directions — “Take me outside and see what I can do” — held a special double meaning, referring both the card and to Scouts themselves.