Brand Tone

The brand voice of Scouts Canada is overwhelmingly inspirational, encouraging, and action-driven. It positions itself as a facilitator of adventure and personal growth, deliberately avoiding formal, "classroom" language in favor of words like "discover" over "learn". The tone is friendly and human, aiming to empower youth and volunteers. Communications across their website and social media consistently project positivity, focusing on fun, friendship, and the thrill of new experiences. They use active, engaging language that calls on youth to "Blaze your own trail" and "Push your potential," fostering a sense of capability and excitement.

Brand Values

• •Youth-Led Adventure: The "Canadian Path" program empowers youth to plan and lead their own activities, from hikes to community projects, fostering leadership and self-reliance.
• •Community Involvement & Citizenship: A strong emphasis is placed on giving back through initiatives like food drives, shoreline cleanups, and tree planting, encouraging youth to become active citizens who create positive change.
• •Inclusivity and Diversity: The organization is co-educational and non-denominational, striving to be an open and safe space for all youth aged 5-26. They have also embarked on an Indigenous Reconciliation journey to address historical harms.
• •Outdoor and Environmental Stewardship: At the heart of Scouting is a connection to nature, with activities like camping, hiking, and canoeing being central to the experience. This fosters an appreciation for the environment and being "wise in the use of all resources".
• •Skill Development for Life: Beyond outdoor skills, the program is designed to build confidence, resilience, teamwork, and problem-solving abilities that prepare youth for future success.

Best Practices

• •Use Empowering, Action-Oriented Language: Frame everything in terms of action, discovery, and leadership. Use verbs like "discover," "create," "lead," "explore," and "build." This aligns with the "learning by doing" philosophy.
• •Speak to Dual Audiences: Recognize that copy needs to appeal to both parents (who value safety, skill development, and character building) and youth (who seek fun, friendship, and adventure). Tailor the message to the platform, but ensure the core values are always present.
• •Showcase, Don't Just Tell: Use authentic stories, testimonials, and vibrant images of real Scouts in action. Let the experiences of current members be the proof of the program's benefits. This creates a more compelling and trustworthy narrative.
• •Emphasize the "Why" Behind the "What": Don't just list activities like "camping and hiking." Connect those activities to the outcome: "Through camping and hiking, Scouts develop resilience and learn to solve problems as a team." This communicates the deeper value of the program.
• •Maintain a Positive and Inclusive Voice: Ensure all communications reflect Scouts Canada’s commitment to being a safe and welcoming space for all. Use inclusive language and imagery that represents the diversity of Canadian youth. The tone should always be optimistic, focusing on potential and positive change.

Social Perception

Public perception of Scouts Canada is largely positive, particularly among parents (77% favorable view), who recognize its role in promoting physical fitness, teamwork, and resilience. It is seen as a Canadian institution providing unique, character-building experiences, distinct from other youth programs, and generally viewed as neutral and inclusive. Challenges include lower public awareness of specific initiatives (like financial subsidies) and some internal controversies. The organization actively uses PR and surveys to position Scouting as a solution to modern youth challenges like lack of soft skills and excessive screen time.

Copy Examples

• •Website Headline (Targeting Parents): Headline: It Starts With a Spark of Curiosity. It Ends With a Lifetime of Confidence. Body: Your child has big ideas. We provide the campfire, the canoe, and the community to help them bring those ideas to life. At Scouts, we don't just go on adventures; we build the leaders of tomorrow. Unleash their potential. Call to Action: Find a Group Near You.
• •Instagram Post (Targeting Youth): (Image: A group of diverse teens laughing while working together on a conservation project.) Caption: Less screen time, more green time. 🌲 Tag the friends you'd want on your next big adventure. From planning a cross-country journey to cleaning up a local shoreline, at Scouts, YOU lead the way. #ScoutsCanada #CanadianPath #Adventure #YouthLeadership #GetOutside
• •Facebook Ad (Targeting Potential Volunteers): Headline: You Don't Need to Be a Survival Expert. You Just Need to Believe in Their Potential. Body: Volunteering with Scouts Canada is about more than tying knots. It’s about mentoring, building community, and guiding the next generation as they discover their own capabilities. Gain new skills, make friends, and make a real difference. Call to Action: Find Your Perfect Volunteer Role.
• •Promotional Video Script (30 seconds): (Video: Quick cuts of kids aged 5-17 kayaking, building a campfire, laughing with friends, and receiving a badge.) Voiceover (upbeat, inspiring): What if they could build more than a fort? What if they could build resilience? What if they could discover more than a trail? What if they could discover their own strength? This is where fun, friendship, and firsts happen. This is Scouts. On-screen text: It starts with Scouts. Register today.
• •Twitter/X Post (Community Engagement): Text: A Scout is helpful and trustworthy. This #GoodTurnWeek, we're challenging everyone to do one small thing for their community. Shovel a neighbour's walkway? Pay for the coffee behind you? Share your good turn with us! #ScoutsDoStuff #Community