Elsewhere online
March 02, 2009

Girl Scouts Modernize to Reverse Membership Drop

Facing a sharp decline in enrollment, the Girl Scouts of the USA is embarked on a makeover that de-emphasizes traditional pursuits such as earning badges in favor of blogging and environmental projects, The Washington Post reports.

The 97-year-old organization, which has seen membership decline 8 percent to 2.5 million, has stepped up its online activities and last year hired a former partner at the advertising firm Ogilvy & Mather as its first brand manager.

The Girl Scouts also introduced a program called Journeys that largely replaces the old system of earning badges on specific topics with a focus on broader themes such as healthy living and environmental awareness.

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