Boy Scouts of America - Atlanta Area Council: Be one with the wild

Category: Government/Institutional/Recruitment
Brand/Client: Boy Scouts of America / Boy Scouts of America-Atlanta Area Council
Lead Agency: Ogilvy & Mather
Contributing Agency: Ogilvy & Mather PR

State of the brand's business

The Scouts aren't cool.

The Boy Scouts have gotten a ton of bad press and no positive buzz in several years. This has made them a concern to parents. Competition like sports and after school activities/programs are all incredibly well-organized and well-funded in the Atlanta area and are signing up kids by the dozens. They offer options like never before and they are hurting Boy Scout recruitment. In 2010, their recruitment goals were over 1,000 boys lower than their goal.1

Where Are The Boys?