Throughout 2016, The Scout Association celebrated Cubs100, the centenary of Cub Scouts with local and national events for over 150,000 boys and girls aged 8-10½.
Rather than simply using this as an internal celebration, we took the decision to launch a major communications campaign to change perceptions of Scouting, grow the movement and gain significant media coverage.
To help, we enlisted the support of Ambassadors Steve Backshall and HRH The Duchess of Cambridge.
The campaign resulted in:
- unprecedented media coverage (1,000 pieces of media)
- a huge 32% increase in our numbers of adult volunteers
- an increase in the numbers of young people in Cub Scouts, contributing to our 12th year of consecutive youth membership growth
- significant awareness among our key audience (parents) of our key message - 73% of parents say we provide young people with the skills to succeed in life.
The year not only raised internal morale, but drew attention to Cub Scouting, one of the UK's great and enduring institutions. Former Cubs David Attenborough and Richard Branson sent messages of support and we received huge engagement on social media.