Luther Pendragon worked with The Scout Association to publicise its Centenary celebrations in 2007. There was significant media interest in the activities occurring all around the UK, ranging from smaller local events to the World Scout Jamboree, when 40,000 Scouts descended on Hylands Park in Essex.

The team worked to increase awareness of Scouting’s Centenary celebrations through a media relations campaign based on fascinating stories about Scouting drawn from all over the country.  Luther implemented processes to identify the most fascinating of these to present to all forms of media, including national and regional print, consumer press, broadcast to produce significant coverage.  Coupled with these stories Luther worked to ensure that The Scout Association was regarded as a modern movement that is relevant to society today to help drive increasing numbers of adult volunteers to take part in Scouting. 

The results was a plethora of high quality media coverage and the team learned that the most productive way of shattering the media’s misconceptions about Scouting was to get them involved in some of the 200 activities that Scouts participate in week in, week out.

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