Hard-hitting Scouts PSA Aims to Teach CPR to a Younger Generation
Before the age of adolescence, your ability to learn and remember is exceptional. In fact, as a person you learn most of your foundations and values in those early formative years. With 12 million South Africans living in extreme poverty, Scouting empowers children to be prepared and gives them the values and skills they need to overcome life challenges. Scouting complements the school and family roles by filling the needs not met by either. Their comprehensive programmes allow members to discover the world beyond the classroom, tapping into the skills of others to learn, and passing that knowledge on. In South Africa there are over 308,000 people involved in Scouting.
The 'Learn it young. Remember it forever' campaign is the brainchild of Gavin Whitfield, Executive Creative Director of Not Norm Advertising Agency. The Agency has been assisting SCOUTS South Africa with their digital strategy. “During a strategic meeting it occurred to me how much of what I know I learned before I was 16. Those memories are vivid. Those skills are 'forever' learned. Like riding a bicycle or swimming or how to catch a ball - they become instinct. They're latent, just waiting for when they're needed. I felt this tapped into a space that would be motivating for both parents and kids alike. Scouting focuses on young people learning in a fun environment. It teaches so many things that this country is in desperate need of. I think SCOUTS SA has a real role to play. You don't teach a twenty year old right or wrong or how to socialize; it's too late. If they learn these things young they'll remember them forever!” he says.
Gavin was the main driver of this project. “I made a call to Gregg Bailey, film director with Velocity Films and he liked it, as did his producer. They called Deliverance Post and Frog Squad and everyone just seemed to really relate to the story. Everyone had their own Scout story, whether they'd been one or not. It really was the most satisfying pro bono job I've ever done.”
“It’s a simple concept to understand, which is also the strength of the idea”, explains Gregg Bailey from Velocity Films. “Scouts teaches life skills, important skills you might need one day – it could be the difference between life or death. I think this is a very powerful message to get out there, and the simplicity of the creative concept made this something I couldn’t wait to get involved in.”
Creative Agency: Not Norm Advertising
Executive Creative Director: Gavin Whitfield
Director: Gregg Bailey
Production Company: Velocity Films
Category: Associations , Corporate and social