A Good Deed for the Boy Scouts

The old control connected with the core constituency. Copy said BSA helps to “ … instill strong moral values and character in our youth … and help them become responsible citizens.”

A worthy and credible claim, yes. But it was too warm, fuzzy and general to get fence sitters to write checks.

The package was holding its own, but I knew we could improve results by doing a better job defining the Scouts’ wholesome image and increasing reader involvement.