Scout Association prepares EuroJam media push

The Scout Association is launching a national and regional PR campaign to promote the launch of ‘youth peace camp’ EuroJam, using teenagers and young adults as the event’s spokespeople.

Fifteen to 23-year-olds will front the campaign, which is targeted at national broadsheets and broadcast news outlets, local radio stations and specialist youth work trade press.

Organisers hope to attract 20,000 adolescents from more than 40 European countries to the event in Essex in July 2005.

Teenagers will take part in a series of activities, ranging from conflict resolution workshops to environmental education programmes, over a ten-day period.

‘We are launching the campaign now because it is a good time to talk about Europe, with the start of Euro 2004 and the recent enlargement of the EU,’ said Scout Association head of comms Simon Carter.

The camp will act as a litmus test ahead of the 21st World Scout Jamboree in 2007, an event that will celebrate the 100th anniversary of scouting by attracting young people from across the globe.

‘We chose young people to front the launch because we are a youth movement,’ said Carter. ‘Who could better explain to others the fun and the excitement that comes from being a scout than the young people themselves?’

The Scout Association provided print, radio and broadcast media training for 24 young spokespeople with industry professionals, who were brought in to teach PR practice.

It has also arranged local radio interviews with the spokespeople, while TV production company Touch will shoot the event.

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