Sad, behind the times and uncool. That's how the image of a Scout leader was presented in a national advertising campaign by mobile phone retailer Phones 4u this month.
The advert (see box), which depicts a "Scout Master" as someone lacking friends, was axed last week following widespread outcry within the movement - the concern being that it gives the impression of Scouting as an out-of-date institution.
But just what is the perception of Scouting in 2009 and how does the movement fit in with today's society?
It is fair to say Scouting has enjoyed something of a resurgence in recent years following major declines in numbers in the last two decades. In 1989, there were a total of 561,890 Beavers, Cubs, Scouts and Venture Scouts. By 2005 this figure had dropped to 360,812, a fall of 46 per cent.
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