A two-year study with Washington University on the impact and attitudes of scouting found that one of the most powerful messages for parents of potential scouts is that SCOUTING IS A PATH TO SUCCESS. The study found that, in key areas like academics, athletics and community involvement, former scouts outperformed at all levels. This insight drove the creative vision to show how kids can literally be transformed through their participation in Scouting. The award-winning campaign was a breakthrough success, recruiting 5,700 new scouts, and earning the Greater St. Louis Area Council the second strongest showing in the nation.