Bear Grylls OBE

The Scout Association

Bear Grylls OBE is the Chief Scout: the inspirational face of Scouts, the UK’s largest youth movement.

This year, Bear celebrates his 15th anniversary as Chief Scout. It’s also been one of his most impactful years yet, helping the movement grow by 8,800 young people, with 4% growth in front line adult volunteers.

Levering his exceptionally high media profile, and a UK tour, Bear’s helped Scouts achieve wide media coverage and reach new audiences. He’s helped secure over 27,000 pieces of media for Scouts, with 8 billion opportunities to view. He’s also helped attract a guaranteed £1.3 million in a corporate partnership from Omaze and other revenue.

From appearing on The One Show and Blue Peter, to thanking volunteers, creating and sharing social content, to writing a major new book: Do Your Best: How to be a Scout, Bear has kept Scouts highly visible this year. He opened the 25th World Scout Jamboree in Korea. He also celebrated the first King’s Scouts and his own Scout Unsung Heroes. Thanks to Bear’s volunteering, our brand approval rose across all audiences, especially 25-40 year-olds from 39% in 2022 to 51% today, while recognition rose from 60% in 2021 to 80% today (YouGov).