A key element of the Scout Association’s long-term strategic plan, the ‘A Million Hands’ campaign aims to mobilise young people committed to tackling social issues, removing social barriers, connecting communities and improving lives.
The campaign’s objective is to engage the wide network of Scouts groups to create positive social change that benefits the wider community, as well as the Scouts themselves. Key to the success of the project is its ability to reach into every community across the UK, and encourage a large number of volunteer groups to get involved and pledge their time, by signing up via a dedicated website.
To ensure that the campaign was a success from the start, the Association needed to rebuild their reputation and reconnect on a grassroots level with their volunteer community, following some negative experiences on other projects. To kickstart this initiative, Deeson was tasked with providing sound advice on the best approach to engage the volunteer community.
Before design and development work began, we ran an intensive workshop with a broad stakeholder group which included members from The Scouts' marketing, campaigns, digital and IT teams, and two volunteer Regional Scout Leaders. Topics included the brand, project goals and KPIs, key user expectations and empathy maps, user journey maps and a sensible delivery strategy.
The vision was for a simple and clean Drupal 7 website that would deliver the Association’s key messages, using engaging video and meaningful, relevant, written content. The use of social would be crucial in spreading the word, and groups who had signed up would be encouraged to share their promised pledge on Twitter.
A target of 34,000 pledges in the first four months had been originally set by the Scouts and within two months the site had garnered an incredible 100,000 pledges. Aggregating the results from social media, these were posted by region on the site, resulting in a further 130,000 registrants.
The client reported very positive feedback on the microsite from volunteer scout groups; in particular how easy it was to understand the campaign and pledge. This helped rebuild their reputation amongst their volunteers for future campaigns.