Program

 

There’s a Badge for That

Scouting has always been about more than badges, but badges are clearly what most people think of when they think about Scouting. That’s why badges are at the center of the BSA’s 2012 national recruitment campaign.

“We’ve used the badge concept as a window into the exciting world of Scouting,” Michael Ramsey, BSA marketing director, explained to Scouting magazine. “Through that window, potential Scouts and their families see the adventure and accomplishment of Scouting.”

“Out here, success isn’t about getting the highest score. It’s about showing off a new kind of trophy, discovering new trails to explore, and it’s about looking for a new adventure around every tree.”

We’re not talking Soil and Water Conservation or Citizenship in the Community, however. Instead, the campaign invites young people to pursue such imaginary badges as “Knee Deep in Awesomeness,” “The More Burnt, the Better,” “It’s More Fun With Friends,” and “This Is My Social Network.”

Along the way, the campaign materials—which come in English, Spanish, and bilingual versions—redefine concepts like success in Scouting terms. As one Cub Scout ad explains, “Out here, success isn’t about getting the highest score. It’s about showing off a new kind of trophy, discovering new trails to explore, and it’s about looking for a new adventure around every tree.”

You can preview the new materials here.

 

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