Helping Survivors Find Their Voice

Following the success of the Purdue Pharma opioid bankruptcy campaign, another historic case emerged this time involving the Boy Scouts of America sexual abuse scandal.

For decades, thousands of survivors carried the weight of their trauma in silence. But as lawsuits mounted and public scrutiny grew, the Boy Scouts of America (BSA) filed for Chapter 11 bankruptcy to address the flood of claims.

Once again, Anne Andrews, a pioneer in mass tort bankruptcy litigation, turned to Jacob Malherbe and the team at Mass Tort Ad Agency to help identify survivors and connect them with trusted legal resources before the claim deadline expired.

The Challenge: Reaching Survivors With Sensitivity

This campaign presented unique challenges:

  • Most survivors were men over 40 who had never spoken publicly about their abuse.
  • The emotional burden of revisiting childhood trauma created enormous barriers to engagement.
  • The bankruptcy deadline meant time was short, with justice slipping away if claims weren’t filed.

The unspoken but profound challenge was clear: encourage tens of thousands of men to share their most painful memories not just for themselves, but to protect future generations.

The Strategy: Respect, Empathy, and Purpose

With Anne Andrews leading the legal effort, Jacob and his team designed a campaign centered on empathy and trust:

  • 30+ law firms were activated through a referral network to intake and support survivors.
  • Emotional, respectful video and social media campaigns targeted men in their 40s, 50s, and 60s.
  • Messaging focused not on money or lawsuits, but on healing, accountability, and legacy.
  • Carefully tested ad copy struck the right tone:
    • “It’s time to be heard.”
    • “You are not alone.”
    • “You can help protect future scouts.”

Results: Breaking Decades of Silence

The campaign’s impact was both powerful and humbling:

  • Over 20,000 survivors filed claims through the campaign.
  • Out of 93,000 total claims filed in the Boy Scouts of America bankruptcy, this was one of the most successful survivor engagement efforts in history.
  • Survivors reported that for the first time in their lives they felt seen, heard, and supported.

Reflections: A Personal Connection

“The hardest part was knowing that for each claim, someone had to relive their childhood trauma. But the result was worth it. We gave thousands of men a voice and a path to healing.” – Jacob Malherbe

Years later, Jacob returned to the Boy Scouts in a different role as a father. He brought his 8-year-old son to see the reforms the organization had made since emerging from bankruptcy.

“I can truly say that no other child will have to live through the horrors of the past. The changes I saw were real, and I would now trust BSA with my own son. Sometimes what we do is for future generations, so they don’t have to suffer. That makes it all worth it.” – Jacob Malherbe

Conclusion: More Than a Legal Effort

The Boy Scouts of America sexual abuse bankruptcy campaign was not just about claims it was a national reckoning. It gave survivors a chance to be heard, held institutions accountable, and ensured that the past would never be repeated.

This effort stands as a powerful example of how purpose-driven marketing, legal collaboration, and empathy can create lasting change both for survivors and for future generations.