MORI Research Findings for The Scout Association (TSA) -

July 2003

Awareness

Unprompted awareness of TSA as a youth-orientated association is high

Most people cite Beavers, Cubs or Scouts spontaneously than any other organisation

Awareness cont…

Including prompted awareness, TSA is the best known organisation with 86% selecting it

St John’s Ambulance has 82% awareness and GirlGuiding UK 78%

Source: MORI

St John’s Ambulance

Q1/2 What are the names of the first two or three youth-orientated associations or groups that you can think of?

2%

7%59%

51%

9% *

9%

13%

5%

24%

4%

39%

65%

73%

77%

78%

82%

86%

Scouting’s appeal to parents “It gives them a

sense of belonging”

Female, C2DE “It gives them a

sense of pride in what they are doing”

Female, ABC1 They are learning

skills, they are learning to respect authority”

Male, ABC1

Trust

TSA is a well trusted organisation, especially in comparison to the other organisations measured - Tesco, M&S and Lloyds TSB

Two thirds say they trust TSA and only 4% distrust it

Trust cont...

TSA receives the highest trust rating; a particularly high proportion say they trust them a lot

Source: MORI

16

24

22

36

32

37

41

31

32

31

28

23

4

3

4 8

5

6

3

8

1

1

1

4

Parents feelings on trust

“[What do you like about your children belonging to clubs?] It is structured and you know you can trust the people that are doing it. You want something where you know where they are going to be and they are going to be comfortable with it”

Female, ABC1

Sponsorship Nearly 2 in 5 say they would

be more favourably inclined towards an organisation if they knew that it supported TSA

This is almost twice the proportion who disagree with the statement

There was strong support for TSA to gain sponsor-ship from popular brands, to improve their image as much as to raise money

Celebrity endorsement

If a celebrity promoted TSA some people would be more inclined to find out more about it, but relatively few (17%)

Far more people would not (43%) and the remainder are neutral

Celebrity promotion is more likely to appeal to 15-24 year olds than other age groups (24% agree, compared to an average of 16% among all other age groups)

Source: MORI

7

14

31

36

39

16 4

4

2

14

27

6

Parents feelings on sponsorship

“I think from a parents point of view they might buy the brand. They will think ‘Well they have put their money to good causes, so the money I am spending with them, I know a fraction of it will go to good causes”

Female, ABC1

Image

The image of TSA, on the aspects tested, is positive. The majority think TSA is adventurous, environ-mentally focused and exciting. Very few disagree

7 in 10 15-24 year olds say that TSA is adventurous, compared with an average 8 in10 amongst all other age groups

Source: MORI

17

18

26

44

49

52

21

18

12

2

2

10

8

6 1

0

1

12

Parents feelings on image

The key message to children should be ‘adventure’: “Advertise the way the Army did - show total adventure”

Male, C2DE “They could really do more

on the adventurous side of things,that would appeal to a wide section of kids”

Female, C2DE

Slogan awareness

‘Be prepared’ remains a well known phrase associated with the Scouts and is the best recognised of all the slogans tested

Nearly half of the public correctly identified it, compared with one third who correctly named Nike and Tesco’s and 1 in 5 for Abbey National

Slogan awareness cont...

Men are more likely to recognise ‘Be prepared’ than woman (51%, compared with 40%)

ABs correctly identify it more often than do DEs (56% compared with 36%)

Source: MORI91%

67%

52%

56%

46%

5%

14%

16%

10%

8%

4%

19%

32%

33%

46%

The Scout Association

Gilwell Park

Chingford

London

E4 7QW

www.scouts.org.uk

0845 300 1818