The Orange County Boy Scouts of America wanted an advertising campaign to drum up recruiting. We used print ads & high impact direct mail to generate attention in a positive way and fight the forces that keep youth isolated, indoors, and unhealthy. Our idea was to take these things that have been distracting kids away from joining the BSA and show just how they apply to the real world. With attention grabbing imagery and headline combinations, this campaign got all the right points across resonating with parents and kids alike.
The campaign was awarded the Silver Medal in Public Service (Pro-bono) 2008 OC Ad Awards.
Teach a man to fish. He will be much happier.
Be careful who you make heroes. The real ones are out there if you look.