MEET THE OTHER YOU

LIFE CAN GET A BIT 'SAMEY' SOMETIMES

SERVICES

ART DIRECTION

CAMPAIGN

CREATIVE DIRECTION

DIGITAL

FLIPSTERS

Ema Wang

Account Manager

Gabby Mendoza

Senior Designer

John La Motta

Creative Director

Tom Claxton

Strategy Director

When life is busy, routine has a way of flattening things out. Days blur, roles repeat, and even the good parts of life can start to feel predictable.

Not a groundbreaking revelation on its own, but a valuable insight nonetheless that guided our recent campaign with Scouts Queensland.

The issue the iconic organisation faced was a unique recruitment-based challenge in the sense that there was an opportunity to appeal to aspirations instead of obligations.

Less about adding another task to already busy schedules, more about enhancing lives with rich experiences.

WATCH VIDEO

Split image: On the left, a man in an orange safety vest smiles while holding a clipboard indoors. On the right, the same man outdoors, dressed in a scout uniform, aims a bow and arrow, smiling at the camera.

Split image of the same woman indoors in business attire on the left and outdoors in a scout leader uniform on the right. Text reads, "MEET THE other you. Start your adventure at volunteerwithus.com.au.

MEET THE OTHER YOU

For many adults, identity becomes fixed over time: worker, parent, partner, commuter. This campaign challenges that assumption, aiming to unlock something that’s already there.

‘Meet the Other You’ reframes volunteering as something more personal than an obligation, it’s an invitation to reconnect with a version of yourself that everyday life often puts on hold.

It shifts volunteering from something you should do to something you get to experience, reframing Scout as an energising outlet for adults to explore strengths, build new skills and rediscover a sense of purpose, all within the reality of busy lives.

The result is a clear and motivating call to action: meet your other self, get out there, and volunteer with Scouts.

Two women smile in front of a sign that says "Meet the other you." One wears a scout uniform and hat with badges and a yellow scarf; the other wears a teal blouse with a maroon scarf. Scout banners are visible in the background.

A smiling adult in a suit kneels next to a child in a scout uniform. They are outdoors on grass, under a maroon canopy, working together on a wooden structure with small orange balls.

A child in scout uniform kneels on grass, handling yellow rope, with other scouts and an adult leader nearby. They are outdoors near tents and a building, participating in an activity on a sunny day.

A man in a scout uniform and hat speaks at a podium with a microphone, beside a "Scouts Queensland" flag and several colorful flags in the background.

REFRAMING OBLIGATION AS PERSONAL GROWTH

The ‘Meet the Other You’ campaign was rolled out through a multi-channel approach designed to make volunteering feel immediate, relatable and achievable. Launched at ‘Scouting on the Green’ at Queensland Parliament House, the initiative was supported by MPs, youth members and media engagement to establish strong visibility and credibility from the outset.

From there, the idea extended across digital, social and radio, alongside a dedicated volunteer platform guiding people to explore the concept, and ultimately, register to volunteer.

Tactical activity placed the message in everyday contexts where routine and identity intersect, showing how Scouts can sit alongside busy lives without adding pressure. Across all touchpoints, the campaign reinforced a consistent idea: volunteering isn’t another obligation, but a way to step outside routine and into a more energised version of yourself.