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

2. Programme of the session

3. Section 1
The 5 Ws… and more

4. The 5 Ws … and more

5. Using the Brand Platform
Section 2
Using the Brand Platform

6. 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

7. 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

8. 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

9. 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

10. Designing an Image Concept
Section 3
Designing an Image Concept

11. 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

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

13. 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

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

15. 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.

16. 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.

17. 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)

18. 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

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

20. 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 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!