Gail Scott-Spicer, director of marketing and communications, The Scout Association Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. http://www.charitycomms.org.uk

1. I wish I had done that....
Gail Scott-Spicer
Director of Marketing and Communications
The Scout Association

2. What makes this campaign so great?
Audience focus – rooted in 1984

3. What makes this campaign so great?
Breadth of appeal within target

4. Humour
Reaction
Point Of Difference
“...I need to change my ticket...
What makes this campaign so great?

5. Anniversary
Edgy
Upbeat
What makes this campaign so great?

6. Lessons for communicators
Target the demographic
Test tone of voice changes
Anchor anniversaries as moments in time
Creative techniques: reactions
Hold on to what moves you

7. Visit the CharityComms website to view
slides from our past events, see what
events we have coming up and to
check out what else we do.
www.charitycomms.org.uk
#commscampaigns