{"content":{"layouts":[{"type":"singleColumn","areas":[{"items":[{"gridType":"RichTextBlock","content":"\u003Cp\u003E\u003Cstrong\u003EAim:\u003C/strong\u003E For Scouts to be more visible, trusted, respected, and seen as playing a key role in today\u2019s society.\u003C/p\u003E\n\u003Cp\u003E\u003Cstrong\u003EGoal: \u003C/strong\u003EMake sure our brand is frequently and positively seen in the public eye, sharing our key skills for life message and building trust.\u003C/p\u003E\n\u003Ch3\u003EProgress a year on\u003C/h3\u003E\n\u003Ch4\u003EImproving our perception\u003C/h4\u003E\n\u003Cul\u003E\n\u003Cli\u003EWe\u2019ve worked hard to keep Scouts in the public eye to show young people thriving and learning skills for life. Visibility underpins growth and we generated more than 27,600 pieces of media coverage in the UK, equivalent to each UK adult seeing more than two articles a week.\u003C/li\u003E\n\u003Cli\u003EMillions saw Scouts serving their communities in May, whether they supported the crowds for the Coronation of HM King Charles III, or volunteered at one of the 100 Scouts volunteering events for The Big Help Out. This included HRH The Princess of Wales\u2019 family helping refresh a meeting place for a community in Slough, while in Brent, Scouts invited new people to take part in an activity day led by Chief Scout, Bear Grylls.\u003C/li\u003E\n\u003Cli\u003ESummer brought the 25th World Scout Jamboree to South Korea. As we relocated our 4,500-strong UK Contingent to Seoul to keep young people safe, it generated high visibility on socials and in the media. Showing that safety was our top priority meant this decision still benefitted perception, with YouGov research showing public trust remains strong at 70% and improved brand approval scores. Over the year this contributed to improved brand approval scores with YouGov, especially among 28-40 year olds.\u003C/li\u003E\n\u003Cli\u003EThe autumn saw Bear thanking Willesden volunteer Sharmine Chowdhury-Tse on the BBC\u2019s The One Show. The Chief Scout\u2019s book, \u2018Do Your Best \u2013 How to be a Scout\u2019, also took skills for life into the homes of thousands of readers.\u003C/li\u003E\n\u003Cli\u003EIn December 2023, Scouts appeared on ITV with HRH The Princess of Wales at her Christmas Carol Service, which focused on thanking those supporting young people in their early years.\u003C/li\u003E\n\u003C/ul\u003E\n\u003Ch4\u003ESupporting young people\u003C/h4\u003E\n\u003Cul\u003E\n\u003Cli\u003EThis year, Demos and Scouts launched employability research, which showed 74% of former Scouts feel positive about their career goals, compared to just 47% of those without extracurricular experiences.\u003C/li\u003E\n\u003Cli\u003EWe recruited a team of Youth Advocates, Scouts aged 18\u201324, to help us share how Scouts gives young people skills for life with decision makers.\u003C/li\u003E\n\u003Cli\u003EAhead of the 2024 general election, we worked with our advocates and volunteers to introduce the Scouts\u2019 Manifesto, asking the next government to back young people and the volunteers who support them.\u003C/li\u003E\n\u003C/ul\u003E\n\u003Ch4\u003EAttracting, recruiting, and retaining volunteers\u003C/h4\u003E\n\u003Cul\u003E\n\u003Cli\u003ETo complement our national visibility, part of the Department for Culture, Media and Sport (DCMS) Uniformed Youth Fund (UYF) grant added support for local communications to help attract new volunteers for 225 new Sections.\u003C/li\u003E\n\u003Cli\u003EWe also supported local groups to access government funding directly, unlocking \u00A317 million from the DCMS Youth Investment Fund to build and improve local meeting places.\u003C/li\u003E\n\u003C/ul\u003E\n\u003Ch4\u003EProgressing our brand\u003C/h4\u003E\n\u003Cul\u003E\n\u003Cli\u003EOur volunteer celebrity ambassadors help us reach new audiences. Ellie Simmonds and Tim Peake invited millions to volunteer for The Big Help Out while Megan Hine, Dwayne Fields, and Phoebe Smith joined Bear at Windsor to celebrate our first King\u2019s Scouts. Dwayne was also on hand to lift everyone\u2019s spirits in the UK Contingent at the 25th World Scout Jamboree as their jamboree journey moved to Seoul.\u003C/li\u003E\n\u003Cli\u003EOur social media channels amplified our skills for life story, showing young people and volunteers thriving in Scouts. Our content generated 10% more engagement, with video views up 80% through YouTube and TikTok.\u003C/li\u003E\n\u003Cli\u003EWe continued reviewing clothing for Scouts aged 10 \u00BD years and older, and adult volunteers. More than 26,000 adults and young people inside and outside of Scouts confirmed the role our uniform plays in bringing us together. They also revealed 40% of Scouts aged 10\u00BD\u201314 years found the uniform uncomfortable. Outside Scouts, 42% of 13\u201317 year olds were put off joining because of the uniform. In the year ahead, we\u2019ll focus on practical improvements to our current uniform\u2019s comfort and styling, including clarifying the informal uniform options.\u003C/li\u003E\n\u003C/ul\u003E\n\u003Ch3\u003EWhat\u0027s next\u003C/h3\u003E\n\u003Cul\u003E\n\u003Cli\u003ELaunching a refreshed UK Ambassador team by the end of 2024.\u003C/li\u003E\n\u003Cli\u003ECreating and identifying high profile moments for Scouts to be nationally visible, to increase interest in volunteering for or joining Scouts, supporting growth.\u003C/li\u003E\n\u003Cli\u003ESupporting local teams to be more visible and recruit volunteers.\u003C/li\u003E\n\u003Cli\u003ESharing the story of how we keep young people safe and sharing our 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