The Boys' Brigade & Girls' Association

KEY POINTS

• The Boys’ Brigade & Girls’ Association is a Christian youth organisation for children between 5 - 18 years of age.
• They needed to both expand their brand exposure while modernising their social media content.
• Alongside The Boys’ Brigade’s PR firm, Refresh, we visited five ‘BB’ companies across England and Scotland to capture content for their website and social media channels.

THE CHALLENGE

An issue the client felt they struggled with was their perception to prospective members as being a traditional religious organisation. Although The Boys’ Brigade is a youth organisation rooted in the Christian faith, their ranks are open to people of all backgrounds and beliefs. It was therefore key to demonstrate this in order to present them in a contemporary context.

THE PLAN

Our creative approach was centred around showcasing the fun and dynamic elements of a Boys’ Brigade meeting in the visuals, in particular the sports activities as well as arts & crafts. This would be supported by on-camera interviews held with members of Boys’ Brigade. We knew that this would speak better to any young people watching the videos as the content would be showcasing the most exciting elements of Boys’ Brigade with organic testimonies from its members.

RESULTS

From the five shoot days, we were able to create over 30 deliverables which presented the client with a consistent stream of content to push on social media. The project not only well received on social media, but also assisted Refresh in their pitch to win Boys’ Brigade as a long-term client.

The campaign achieved some remarkable results:

• Over 85,000 people reached via social media
• More than 23,000 views
• Over 9,000 reactions on social media