Helping Survivors of Abuse Step Forward — The Boy Scouts of America Bankruptcy Campaign Background
Background
Shortly after the success of the Purdue Pharma opioid bankruptcy campaign, another significant national case emerged — this time involving the Boy Scouts of America (BSA). For decades, survivors of childhood abuse within the organization had remained silent, carrying their pain in isolation. But as lawsuits mounted and public attention intensified, the BSA filed for Chapter 11 bankruptcy in an effort to consolidate and address the legal 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 to trusted legal resources before the bankruptcy claim deadline.
The Challenge
Unlike previous campaigns, this one required not just outreach — but sensitivity and soul.
- The victims were mostly men over 40, many of whom had never spoken publicly about the abuse they suffered.
- The emotional burden of reliving trauma from childhood created major obstacles to engagement.
- The bankruptcy deadline added urgency, with legal pathways closing quickly.
The team faced an unspoken but profound challenge: encouraging tens of thousands of men to share the most painful memories of their lives — not just for justice, but to protect future generations.
The Strategy
With Anne Andrews once again serving as the lead claim handler and legal architect, Jacob and his team sprang into action:
- 30+ law firms were activated through a tight referral network to intake and support survivors.
- Emotional, respectful video and social media campaigns were launched, speaking directly to men in their 40s, 50s, and 60s.
- Every message was personalized, not about lawsuits or money — but about healing, accountability, and legacy.
- Ad copy and creatives were carefully tested to strike the right tone: “It’s time to be heard.” “You are not alone.” “You can help protect future scouts.”
Results
The response was both overwhelming and humbling:
- The campaign brought in over 20,000 survivor claims — out of 93,000 total filed in the BSA bankruptcy process.
- It was one of the most successful survivor engagement campaigns in bankruptcy history.
- Many men reported that, for the first time in their lives, they felt seen, heard, and supported.
Reflections
“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 — this time as a father, bringing his 8-year-old son to see firsthand the reforms the organization had implemented 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.”
Conclusion
This campaign was more than a legal effort — it was a national reckoning, a movement to help survivors find their voice and ensure the past would never be repeated. The BSA bankruptcy campaign stands as a testament to the power of purpose-driven marketing, legal collaboration, and empathy.