Scouts of America - What It Takes
In 2017, Boy Scouts of America announced its decision to strip gender restrictions on membership to their organization. To leverage this momentous occasion, we designed a campaign redefining the physical attributes it takes to be a Scout (notably: no penis required).
What It TakesWith Scouts, we un-gender nature, and give everyone the skills they need to conquer it.
creative direction
art direction
graphic design
illustration
Copywriter
Maya Shaddock
full-spread ads designed to be placed in parenting and home magazines
video spots addressing three different age groups of girls
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