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Communication key messages

Key messages are essential tools in all communications work and are created to help us achieve the objectives we set out in our national strategic and local development plans.

By choosing one, a few, or prioritising our key messages we can ensure that all of our stories provide an opportunity to deliver Scouting’s key messages and influence actions and culture change. These messages can be demonstrated in every part of your story from the written word to the images and quotes used.

Developing your key messages

Use your local development plans as a framework to identify your local key messages and look at ways in which you can weave them into your communications.

Every piece of communication can have a key message. If a story you are writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation then you should ask yourself, why am I writing it?

Focus your time when story gathering to find good case studies to illustrate your key messages. Work with the volunteers in your local area to uncover projects and schemes that have successfully developed Scouting, and collect stories, quotes, photos, video that illustrate their impact. Work with managers compiling development plan successes and ensure that these are communicated widely using a variety of external and internal channels.

Our national key messages

Skills for life

By 2023 we will have prepared more young people with skills for life, supported by amazing leaders delivering an inspiring programme.

We will be growing, more inclusive, shaped by young people and making a bigger impact in our communities.

As Scouts, we believe in preparing young people with skills for life. we encourage our young people to do more, learn more and be more.

Each week, we give over 460,000 young people the opportunity to enjoy fun and adventure while developing the skills they need to succeed. We’re talking about teamwork, leadership and resilience – skills that have helped Scouts become everything from teachers and social workers to astronauts and Olympians.

We believe in bringing people together. We celebrate diversity and stand against intolerance, always. We’re part of a worldwide movement, creating stronger communities and inspiring positive futures.