The Boy Scouts of America may have been a mainstay of many boys’ childhood, but the organization has struggled of late, with declining memberships—down 5.85% between 2012-2013—and bad publicity.

The Boy Scouts of America may have been a mainstay of many boys’ childhood, but the organization has struggled of late, with declining memberships—down 5.85% between 2012-2013—and bad publicity. Now their first marketing campaign in five years, “Build an Adventure,” is targeting Millennial parents, showcasing the fun and adventure that the Scouts offer and the benefits they offer young members. The campaign, timed to align with back-to-school, also hopes “energize” word-of-mouth around the program, as Millennial parents are most likely to listen to other parents. (AdAge)