The Boy Scouts of America had seen a decline in membership overall for the past ten years. The local Sam Houston Area Council, the largest council in the country, asked us to develop a campaign to help communicate the values of the Boy Scouting program to the local community. We felt that the typical messaging for the Boy Scouts lacked relevance to the current state of social awareness. The existing website for the Council was not set up to market these values to parents unfamiliar to the program. It was a site more suited to cater to existing members and did not help parents wanting to get information about how the Scouting program could benefit their son. We launched a new website for the council, BuildingStrongValues.org, whose sole purpose was to communicate and inform the public about the Scouting program, it's values, and the lifelong benefits that young men receive as participants. We also created a series of 12 outdoor boards, two radio spots, flyers, and posters. Calls to the Council office increased by 15% and overall membership was up over 5%.