SCOUTS CANADA BEGINS RECRUITMENT CAMPAIGN
By Adnews Staff
Scouts Canada has begun a new campaign to support its annual recruitment drive. The campaign was created by Axmith McIntyre Wicht of Toronto. It includes television and print advertising aimed at children, youths, parents and potential volunteers. The television commercial began running on stations including Teletoon, YTV and MuchMusic on Monday. It shows kids jumping off of a dock into a lake. One boy loses his shorts. The copy reads, "Knots are just one of the skills you'll learn at Scouts." Print advertising in magazines including Today's Parent, Canadian Living, Chickadee and Owl targets parents. The ads use badges to communicate that the skills learned in Scouts can last a lifetime. One execution displays the Athletics badge, which shows a person running. The badge has been placed over a photo of a soccer match, creating the image that the badge character is playing in the game. The copy reads, "Who knows how far they'll go." Print advertising aimed at potential volunteers will appear in the fall editions of approximately 100 student newspapers. The campaign also made use of outdoor advertising, theater advertising and radio public service announcements during August. The radio PSAs, created by MediaNet Communications of Toronto, will continuing running through September and October