Define key messages How to spread the word? Regional Communication Fora 2010 By the World Scout Bureau, External Relations & Marketing Team

Programme of the session

Section 1 The 5 Ws… and more

The 5 Ws … and more

Using the Brand Platform Section 2 Using the Brand Platform

Vision the big idea behind World Scouting The Brand Platform Vision the big idea behind World Scouting Creating a better world Mission the task we fulfill to realize our big idea Educating young people to play a constructive role in society Brand values the qualities we need to live our big idea Involving Exciting Empowering Brand themes the themes we communicate to help implementing our big idea A social force A culture of peace A constructive contribution

The Brand Platform The vision, mission and strength are presented in a condensed form. They are in line with the World Constitution and the Strategy for Scouting. Reflects the world of Scouting Focuses on the fundamentals of Scouting’s experience Helps to shape messages Supports the elaboration of the image concept Indicates how to build communication tools Directs the communication behaviours

Brand platform and Communication matrix involving exciting empowering Brand values constructive educational equal attractive dynamic innovative value-based democratic responsible Communication themes Youth involvement Organized to serve Dedicated to education Voluntary and civic Evolving/adapting everywhere “First chance in life” to be responsible and deal with power Transition adolescents–adults Making the world better Meeting real needs Democratic principles Participatory organization Stimulating programs Agent of development Practicing “good citizenship” Sharing responsibility Tools for democracy (know-how, structures, etc.) Identifying potential leaders Developing leadership qualities A social force Open to all, promoting equality Global, regional, local Respecting dignity of others All races, all creeds Based on tolerance Constructive programs Worldwide peace engagement Spiritual beyond material value Breaking barriers Experience of tolerance and friendship in peer groups Positive examples and exciting alternatives A movement of individuals Personal commitment Peace with environment Building trust (self, others) Building self-confidence A culture of Peace Learning by doing A sense of belonging Cooperation and understanding Material support Strengthening partnerships Humanitarian engagements Post natural catastrophe/conflict A constructive contribution Fun with a purpose Explore & discover, close to nature The will to learn and know Teaching programs Applying Scouts Skills Developing self-knowledge Complementing family/school Respecting nature Training programs Infrastructure programs

A briefing tools for events involving exciting empowering Brand values constructive educational equal attractive dynamic innovative value-based democratic responsible Communication themes World Scout Conference 2008 Youth involvement Organized to serve Dedicated to education Voluntary and civic Evolving/adapting everywhere “First chance in life” to be responsible and deal with power Transition adolescents–adults Making the world better Meeting real needs Democratic principles Participatory organization Stimulating programs Agent of development Practicing “good citizenship” Sharing responsibility Tools for democracy (know-how, structures, etc.) Identifying potential leaders Developing leadership qualities A social force Open to all, promoting equality Global, regional, local Respecting dignity of others All races, all creeds Based on tolerance Constructive programs Jamboree 2007 Centennial activities Worldwide peace engagement Spiritual beyond material value Breaking barriers Experience of tolerance and friendship in peer groups Positive examples and exciting alternatives A movement of individuals Personal commitment Peace with environment Building trust (self, others) Building self-confidence A culture of Peace Learning by doing A sense of belonging Cooperation and understanding Material support Strengthening partnerships Humanitarian engagements Post natural catastrophe/conflict A constructive contribution Fun with a purpose Explore & discover, close to nature The will to learn and know Teaching programs Applying Scouts Skills Developing self-knowledge Complementing family/school Respecting nature Training programs Infrastructure programs

Designing an Image Concept Section 3 Designing an Image Concept

The Image Concept Our goal is to improve the quality of the message communicated with the Scout Movement’s imagery. The Image Concept is easy to understand to help young people and leaders to produce photos themselves. There are simple rules for the creation and the use of images. We need balance and diversity: Gender Age Cultures Activities Environment

The Image Concept equality, involving empowered, dynamic constructive, exciting legacy, heritage

Communication matrix and Image Concept involving exciting empowering Brand values constructive educational equal attractive dynamic innovative value-based democratic responsible Communication themes A social force A culture of Peace A constructive contribution

Study case: The Regional Jamboree Section 4 Study case: The Regional Jamboree

2nd Eurasia Regional Jamboree Dates: 21 to 30 July 2010 Location: Orhei, Moldova Expected number of participants: 500 Age rank: 14/18 years old Themes: "Together in Scouting, together for peace" Rationale: In Eurasia, Scouting needs to be recognised as a new social force, acting as reliable partner for education.

Rationale In Eurasia, Scouting needs to be recognised as a new social force, acting as reliable partner specialised in non-formal education. Scouting’s public recognition shall facilitate the process of its values and aims no longer being confused with those of the former pioneer movement. The Regional Jamboree is a place to share experience, to have fun, to build international peace. The Jamboree brings together 500 scouts from 8 countries.

Define key messages Your task is to create key messages to fill in one column of the Communication Matrix: Each group will focus its work on a particular target audience Group 1: Printed Media (Newspapers) Your target audience is: Column 2, Business leader Group 2: Audiovisual media (Radio, TV) Your target audience is: Column 3, Political leader Group 3: Online media Your target audience is: Column 1, Young people (Keep your material for the sessions 6 to 9)

Public sector, Politicians Matrix for the workshop The Regional Jamboree Exciting Involving Empowering Brand values Target audience: Young people Media: Online Target audience: Business People Media: Newspaper Target audience: Public sector, Politicians Media: Audiovisual Communication themes - Scouting prepares future leaders - Scouts have a high level of employability - Scouts are active in their communities Scouts are autonomous and independent Scouting is adventure Fun with a purpose Scouts are team players Scouts are reliable young people Scouting develops the sense of responsibility Together in Scouting - Scouting has no frontiers Scouting is inclusive no discrimination Scouts are exploring the world - Sustain peace and respect the environment - Scouting creates trust within the communities - Develops self confidence Scouts prepares young people to be facilitators Team spirit prepares scout to reduce conflicts - Open to all Together for Peace Scouting offers a real life Young people take part in a significant work Together we can do more Young people are a resource for the society Scouts contribute to a better environment - Scouting prepares young people to live in democracy - Helps increase social awareness - Young people play an active role in society Scouting as a social force

Thank you. Ready to spread the word? Thank you for your attention!

Thank you for your attention! The slideshows of the Regional Communication Fora are produced by the External Relations & Marketing Team of the World Scout Bureau as a digital abstract of Scout.Boom.Comm Concept and writing: Richard Amalvy Design and diagrams: Simon Bourges Photos: Archives of the World Scout Bureau © World Scout Bureau, September 2003, September 2008 © World Scout Bureau, April 2010 All rights are reserved concerning the reproduction and translations for National Scout Organizations that are members of the World Organization of the Scout Movement. Credit is obligatory and must mention the source and the author. Find all resources on scout.org/media scout.org/brand Thank you for your attention!