Johnson & Sekin was awarded the Boy Scouts of America account in December following a national review, but news spread today in AdAge, CNN, Fox, Time and USA Today among many others. That’s because the initial work introduces girls into the program, a historic move by the 108-year old American institution. It also removes the word “Boy” from “Boy Scouts” to now simply read as “Scouts BSA.” The announcement was not only a program shift, but a social shift as well. The new tagline for the organization will be “Scout Me In,” an energetic, youthful phrase that, at the heart, is about inclusiveness. Campaign work will release in full in conjunction with the Back-To-School recruitment period.

The full announcement can be found here: