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

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

©WSB | Regional Communication Fora | 2010 | page 2

Programme of the session


The 5 Ws… and more

Section 1


The 5 Ws … and more


Using the Brand Platform

Section 2


The Brand Platform

Creating a better worldVision the big idea behindWorld Scouting

Educating young people to play a constructive role in society

Missionthe task we fulfill to realize our big idea

InvolvingExcitingEmpowering

Brand valuesthe qualities we need to live our big idea

A social forceA culture of peaceA constructive contribution

Brand themesthe themes we communicate to help implementing our big idea


• 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

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.


Brand platform and Communication matrix

Brand values

Communication themes

A social force

A constructivecontribution

A culture of Peace

involving

constructive educational equal

exciting

attractive dynamic innovative

empowering

value-baseddemocratic responsible

Youth involvementOrganized to serveDedicated to education

Voluntary and civicEvolving/adapting everywhere“First chance in life” to be responsible and deal with power

Transition adolescents–adultsMaking the world betterMeeting 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 leadersDeveloping leadership qualities

Open to all, promoting equalityGlobal, regional, localRespecting dignity of others

All races, all creeds Based on tolerance

Constructive programs

Worldwide peace engagement Spiritual beyond material valueBreaking barriers

Experience of tolerance andfriendship in peer groupsPositive examples andexciting alternatives

A movement of individualsPersonal commitmentPeace with environment

Building trust (self, others)

Building self-confidence

Learning by doing A sense of belongingCooperation and understanding

Material supportStrengthening partnershipsHumanitarian engagementsPost natural catastrophe/conflict

Fun with a purposeExplore & discover, close to natureThe will to learn and know

Teaching programs

Applying Scouts Skills

Developing self-knowledgeComplementing family/schoolRespecting nature

Training programs

Infrastructure programs


A briefing tools for events

Brand values


A social force


A culture of Peace

involving


exciting


empowering


Youth involvementOrganized to serveDedicated to education

Voluntary and civicEvolving/adapting everywhere“First chance in life” to be responsible and deal with power

Transition adolescents–adultsMaking the world betterMeeting 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 leadersDeveloping leadership qualities

Open to all, promoting equalityGlobal, regional, localRespecting dignity of others

All races, all creeds Based on tolerance

Constructive programs

Worldwide peace engagement Spiritual beyond material valueBreaking barriers

Experience of tolerance andfriendship in peer groupsPositive examples andexciting alternatives

A movement of individualsPersonal commitmentPeace with environment

Building trust (self, others)

Building self-confidence

Learning by doing A sense of belongingCooperation and understanding

Material supportStrengthening partnershipsHumanitarian engagementsPost natural catastrophe/conflict

Fun with a purposeExplore & discover, close to natureThe will to learn and know

Teaching programs

Applying Scouts Skills

Developing self-knowledgeComplementing family/schoolRespecting nature

Training programs

Infrastructure programs

Jamboree 2007

Centennial activities

World Scout Conference 2008


Designing an Image Concept

Section 3


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:

The Image Concept

• Gender• Age• Cultures• Activities• Environment


equality, involving

empowered, dynamic

constructive, exciting

legacy, heritage

The Image Concept


Communication matrix and Image Concept

Brand values


A social force


A culture of Peace

involving


exciting


empowering



Study case:The Regional Jamboree

Section 4


2nd Eurasia Regional Jamboree

Dates: 21 to 30 July 2010Location: Orhei, MoldovaExpected number of participants: 500Age rank: 14/18 years oldThemes: "Together in Scouting, together for peace"

Rationale:In Eurasia, Scouting needs to be recognised as a newsocial 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 theCommunication 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 mediaYour target audience is: Column 1, Young people

(Keep your material for the sessions 6 to 9)


Matrix for the workshopThe Regional Jamboree

Brand values


Together in Scouting

Scouting as a social force

Together for Peace

ExcitingTarget audience:

Young peopleMedia:Online

InvolvingTarget audience:

Business PeopleMedia:

Newspaper

EmpoweringTarget audience:

Public sector, PoliticiansMedia:

Audiovisual

- Scouts are autonomous and independent- Scouting is adventure- Fun with a purpose

- Scouting has no frontiers- Scouting is inclusive- no discrimination- Scouts are exploring the world

- Scouting offers a real life- Young people take part in a significant work- Together we can do more

- Scouts are team players- Scouts are reliable young people- Scouting develops the sense of responsibility

- Scouts prepares young people to be facilitators- Team spirit prepares scout to reduce conflicts- Open to all

- Scouting prepares future leaders- Scouts have a high level of employability- Scouts are active in their communities

-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

- Sustain peace and respect the environment- Scouting creates trust within the communities- Develops self confidence


Thank you for your attention!

Thank you.Ready to spread the word?


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 AmalvyDesign and diagrams: Simon BourgesPhotos: 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 onscout.org/mediascout.org/brand

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

Documents

communication tools

communication behaviours

big idea slide

session slide

brand platform section

world scouting

culture of peace

constructive role