CAMPING CLUELESSNESS … THERE’S A 1-844 NUMBER FOR THAT!

Scouts Canada asked for a national brand awareness campaign to remind Canadians that Scouts Canada is the 'go-to' organization for camping competency and tips. Pointman had a MASSIVE and engaging humour campaign concept (just in time for the height of campaign season in May 2023.)
Thus 1-844-SCOUTS-101 was born. A 24-7 always available helpline for clueless Canadian campers.
If you see a bear .. press 9! If you lost a paddle press 3! If your tent is missing a peg, press 7!
The prerecorded messages (recorded by scouters and their kids) instantly gave struggling Canadian campers a lifeline to get their camping weekends back on track.
Coverage came in fast and furious from across the country. With media-dominating TV, morning show, radio, online and print hits across the nation and 35 interviews with Scouts Canada spokespersons.
In total, a mindblowing 549 media hits were secured for the campaign on major news networks with a potential reach of 381 million! Easily making it one of the most epic north American PR campaigns of the year.