Image of Scouting in the Asia-Pacific Region

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Revisiting the Image of Scouting in the Asia-Pacific Region

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Revisiting the Image of Scouting in the Asia-Pacific Region

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Revisiting the Image of Scouting in the Asia-Pacific Region

Publication of World Scout Bureau/Asia-Pacific Region 4/F ODC International Plaza Building 219 Salcedo Street, Legaspi Village Makati City, 1229 PHILIPPINES Tel: (63 2) 817 1675/818 0984 Fax: (63 2) 819 0093 Email: asia-pacific@scout.org Web: www.scout.org/asia-pacific October 2009

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Contents Acknowledgments Abstract

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CHAPTER I. INTRODUCTION

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Background of the Study Statement of the Problem Significance of the Study Scope and Limitations of the Study II. REVIEW OF RELATED LITERATURE

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Review of Literature and Related Studies Definition of Terms Conceptual Framework III. RESEARCH METHODOLOGY

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Sources of Data Procedure Data-Gathering Instrument: The Questionnaire Statistical Techniques Used IV. PRESENTATION AND INTERPRETATION OF RESULTS

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V. SUMMARY, FINDINGS, AND RECOMMENDATIONS

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REFERENCES

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APPENDIX A. Guide for Image Study 2008 Project Coordinator/Team

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Acknowledgment This Image Study took a full year to complete involving a number of volunteers and staff as well as the 7,103 respondents from 17 countries. We extend our profound thanks to all participating National Scout Organizations, most especially the Coordinators (marked in asterisk) and Survey Teams for taking on the important tasks of identifying target respondents, administering the survey questionnaire, and finally collating and summarizing the results. Some teams took the arduous task of translating the questionnaire into their local languages.

NSO Coordinators and survey teams • Scouts Australia: Richard Miller* • Bangladesh Scouts: Shafique Alam Mehdi*, Mohammad Abdul Wazed, Md. Mahmudul Haque, Md. Arifuzzaman, Md. Golam Sattar, Md. Delwar Hussain • Bhutan Scouts Association: Wangchuk Namgyel*, Pema Wangchuk, Tenzin Rabgyel, Dorji Wangmo • Scouts of China: Dr. Kuan Chih- Ming*, Wang Fu- Min, Chang Wen- Shing • The Scout Association of Hong Kong: Patrick Tang Kei- ling*, Mary Tong Siu- fun, Ashley Leung Pak- wai, Lois Lam Lee- kwan, Joseph Ng Wai- keung • Gerakan Pramuka/Indonesia: Brata Tryana Hardjosubroto* • The Bharat Scouts & Guides/India: Shri R. Krishnaswamy*, Shri R.S. Shekhawat, Shri S.K. Karak, Shri M.K. Agarwal, Shri L.S. Verma • Scout Association of Japan: Makoto Nakano* • The Scout Association of Maldives: Mohamed Asim*, Mohamed Zaushan, Saif Azhar, Mariyam Laiza, Ali Shah, Ibrahim Zameel • The Scout Association of Mongolia: Sereteer Khuyagochir* • Nepal Scouts: Shiva Kumar Pudyal*, Sharada Parajuli, Kamal Bal Deuja, Parwati Giri, Thirtha Raj Neupane • Scouts New Zealand: Murray Charleston* • Pakistan Boy Scouts Association: Zahid Mahboob* • Boy Scouts of the Philippines: Melvin Reyes* • The Singapore Scout Association: Caleb Cheah* • Sri Lanka Scout Association: Prof Nimal de Silva* • National Scout Organization of Thailand: Panet Sangchan*, Amorn Chumsri, Somchit Siri-angkoon, Rerkchai Chuckrapornpong, Nawapatn Yanvudhi, Pornrawee Seeluengsawat, Gingpayom Bussabong, Korkaew Ok-UnJariyarujee Sukwichai

I highly commend the members of the professional research team for presenting and analyzing the data and preparing this report, and to the Asia-Pacific Regional office team for coordinating this project.

Research Team Dr Evelina Maclang-Vicencio, Dean, College of Education, University of the East and Consultant, Adult Resources SubCommittee, Boy Scouts of the Philippines Prof. Lorelei Santos, Faculty of the Institute of Statistics, University of the Philippines Jan Michael de Vera and Miguel Angelo Tolentino, of the College of Computer Studies and Systems, University of the East Coordination Team/ WSB APR Luz Taray – Regional Coordination Theresa Quine – Graphic design Christeen Lauron – compilation of data

Our thanks are also due to the Scouting Profile Sub-Committee core team – Shree Ram Lamichhane, N.A. Khan, Richard Miller and Brata Hardjosubroto for monitoring this project.

I also stress the support of the APR executives for reviewing the questionnaire: S Prassanna, Syd Castillo and Thian Hiong-Boon Finally, we thank Scouts Canada for its generosity to partially fund this project.

Abdullah Rasheed Regional Director

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Abstract The World Organization of the Scout Movement Asia-Pacific Region (WOSM-APR) did an image study of Scouting in the Region in 2000 and has deemed it important to repeat it in 2008. This study describes the image of Scouting in the APR as perceived by 7,103 or 83% of the expected Scouts/Scout Leaders, non-Scouts/Scout Leaders, and parents of Scouts. The study focuses on the knowledge, attitudes, and recommended actions for Scouting to create an impact and be better promoted in the 17 respondent countries of the Asia-Pacific Region: Australia, Bangladesh, Bhutan, Republic of China, Hong Kong, India, Indonesia, Japan, Maldives, Mongolia, Nepal, New Zealand, Pakistan, Philippines, Singapore, Sri Lanka, and Thailand.

The statistical techniques used in the study are difference of means and difference in proprotion. All levels of significance were computed at .01.

The study made use of a questionnaire.

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Scouts, and Venturers.

4. The target publics agree with all the specific knowledge statements about Scouting, except for “Scouting is a recreational club” where they are Uncertain. Non-Scouts/non-Scout Leaders agree with all the items about Scouting.

5. Almost all the target publics of the countries in the APR either Strongly Agree or Agree with most of the knowledge statements, except for some who are UNCERTAIN about them. The target publics of the APR Strongly Agree that Scouting promotes peace, except those of Australia and nonScouts/non-Scout Leaders of Bhutan and Japan.

6. Most of the target publics identify the following as the most common sources of information about Scouting: adult Scout Leaders, schools, Scout gatherings, and Girl Scouts/Guides.

The findings show that— 1. Scouts/Scout Leaders know MUCH about Scouting while non-Scouts/ non-Scout Leaders know LITTLE about the Movement. There is a significant difference in the knowledge about Scouting between Scouts/Scout Leaders and non-Scouts/Scout Leaders.

There is a significant INCREASE in the perception of knowledge about Scouting among Scouts/Scout Leaders in the 2008 image study compared to those in 2000 but there is a significant DECREASE in the perception about the knowledge of Scouting among non-Scouts/nonScout Leaders in 2008 compared to the 2000 image study.

2. In the countries of the APR, responses of Scouts/Scout Leaders regarding their knowledge of Scouting range from FAIR to Very MUCH. Knowledge about Scouting of non-Scouts/non-Scout Leaders in the countries of the APR ranges from VERY LITTLE to MUCH. 3. The target publics are familiar with these sections in Scouting, ranked from most to least: Scouts, Cub Scouts, Senior Scouts, Rover

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There is a significant INCREASE in the proportion of Scouts/Scout Leaders who considered the following sources of information: Adult Scout Leaders, school, television, and radio. On the other hand, there is a significant DECLINE in the proportion of respondents who considered magazine and newsletter as sources of information among Scouts/Scout Leaders in the 2008 compared to the 2000 image study.

There is a significant INCREASE in the proportion of non-Scouts/nonScout Leaders in the 2008 compared with the 2000 image study who considered school and television as sources of information on Scouts.

There is a significant DECLINE in the proportion of respondents who considered Adult Scout Leaders, Scout gathering, Boy/Girl Scout Guides, and Magazines and Newsletters as sources of information among Scouts/ Scout Leaders in the 2008 compared to the 2000 image study.

7. All the Scouts/Scout Leaders in the APR mention Adult Scout Leaders as sources of information about Scouts. Except for Sri Lanka, all other countries cite Boy/Girl Scouts/Guides as sources of information about Scouts. On the other hand, all non-Scouts/non-Scout Leaders mention School as a source of information, except for Australia, India, and New

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Zealand. Boy/Girl Scouts/Guides are a source of information of nonScouts/non-Scout Leaders, except for Australia, Singapore, and Sri Lanka.

8. In general, Scouts/Scout Leaders of the APR agree with the favorable statements pertaining to attitude towards Scouting, while the nonScouts/non-Scout Leaders generally are uncertain about them; this difference is significant.

The target publics all DISAGREE with the statements, which show an unfavorable attitude towards Scouting. The target publics are all UNCERTAIN about some unfavorable statements about Scouting: The attitude towards Scouting among the Scouts /Scout Leaders in the 2008 and the 2000 image studies did not significantly change—both groups manifested a favorable attitude towards Scouting. On the other hand, the attitude towards Scouting between the non-Scouts/non-Scout Leaders in the image study in 2008 and in 2000 changed significantly— from a favorable attitude in 2000 to an uncertain feeling in 2008.

9. Scouts/Scout Leaders in the countries of the APR have a FAVORABLE attitude towards Scouting, except for Australia, Scouts of China, Maldives and Mongolia who have an UNCERTAIN attitude towards the Movement. Non-Scouts/Non-Scout Leaders likewise have a FAVORABLE attitude towards Scouting in the APR, except for eight countries: Australia, Bhutan, Hong Kong, Japan, Maldives, Mongolia, New Zealand and Singapore, whose Non-Scouts/Non-Scout Leaders are UNCERTAIN about their attitude towards Scouting in the Region.

opinion about Scouting and the difference between the 2008 and 2000 image studies is significant. In the 2008 study, Bhutan, Pakistan, and Australia show an Uncertain attitude towards Scouting whereas they showed a favorable attitude in the 2000 study. The respondents from Nepal are the opposite: in 2008 their attitude is favorable whereas they were Uncertain in 2000; the difference is likewise significant.

10. The target publics STRONGLY AGREE that Scouts are helpful. They all AGREE with most of the favorable statements. The target publics are all UNCERTAIN about the unfavorable statements. Scouts/Scout Leaders AGREE with all the favorable items while the Non-Scouts/Non-Scout Leaders AGREE with most of the favorable statements and DISAGREE with most of the unfavorable statements.

11. The countries in the APR Strongly Agree/Agree that “Scouts are helpful” and “Scouts do useful community work,” except in Japan where the Scouts/Scout Leaders AGREE with the two statements while the NonScouts/Non-Scout Leaders are UNCERTAIN about them.

The target publics of the countries in the APR Strongly Agree/Agree with most of the positive statements. The target publics of the countries in the APR are mostly either UNCERTAIN or Strongly Disagree/Disagree with the most of the unfavorable statements about Scouting.

12. For Scouting to create more impact in the APR, the following suggestions of the target publics received the highest ratings: (1) Promote a better leader image; (2) Introduce higher skills; (3) Improve training and ensure support of adult leaders; (4) Promote fun in Scouting; and (5) Promote youth exchange programmes.

Bangladesh and Nepal Scouts/Scout Leaders show a significant improvement in the general attitude towards Scouting from 2000 to 2008. On the other hand, those of Australia, Bhutan and Scouts of China show a significant decline in the general attitude towards Scouting. The nonScouts/non-Scout Leaders of Bangladesh have a significantly favorable

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Recommendations

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emergency, whether brought about by natural or man-made disasters and in community service projects.

Programme and Adult Resources 1. Balance fun and learning and demonstrating useful Scouting skills.

2. Revisit the Scouting programme to make it more relevant to the times by adding life skills and higher order thinking skills, in addition to Scouting skills necessary to participate in regular Scouting activities.

4. Make the Scouts proud to wear the uniform not only during ceremonies but during every Scouting activity. Scout Leaders need to be models in this.

5. Use all types of media and methods to promote Scouting.

Internal and External Publics 3. Review the Scouting programme taking into consideration the traditional image of Scouting, its lack of promotion, and focus on the usual Scouting skills, which seems to show that it is not changing, not innovative, and it is expensive.

4. The role of the Scout Leaders has to be clearly defined in Scouting.

Give Scouts more autonomy to be on their own without Scout Leaders, where advisable, and maximize the potentials of Patrol Leaders.

1. Scouts, Scout Leaders, and Scout gatherings need to project a positive image of Scouting.

2. Resolve the issues on whether Scouting should be school-based or not and whether it should involve political figures or not.

3. Partner with other organizations in activities that will improve life in the community to strengthen the organization and earn support for the Movement.

5. Explore different modes of delivering training: mentoring, modular, distance learning, and other alternative learning systems.

Membership and Resources Marketing Strategy 1. NSOs can hire or seek the help of PR professionals to develop a PR structure and strategize marketing of Scouting.

2. Concentrate on the promotion of Scouting to let the non-Scouts/nonScout Leaders know what Scouting really is so that their attitude towards the Movement will improve.

3. Involve non-Scouts in Scout activities, especially parents, relatives, friends, and colleagues to make Scouting visible to the community and educate the public about what Scouts do. Let Scouts become very visible on occasions when help is most needed, for example, in times of

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1. Maintain a Membership Committee whose task is to plan, promote, and monitor membership growth.

2. Conduct annual Membership Recruitment Campaign.

3. Identify strategic areas for recruitment, especially those not yet reached by Scouting.

4. Restudy the registration fee system to determine how it can be made affordable to Scouts, enabling them to earn it.

5. Recognize Councils / provinces / districts with remarkable membership growth.

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6. Focus on a retention programme that provides for more efficient and lasting growth. Study the membership growth.

Identify the section where the NSO usually loses its members and study how to fill in that gap so that the Scouts will proceed to the next section of the Scouting family. Scout Leaders of different sections need to have good relationship with each other so that the Scouts can transition to the next section smoothly. Assign a leader in charge of transitioning Scouts to the next section in the Group.

The recommendations above are specific to the foci indicated. However, they should not be taken in isolation, assigning a group to take care of an aspect. Each NSO should bring its acts together, through a serious and systematic procedure of strategic planning, implementing, monitoring implementation, and evaluating.

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Chapter One

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Introduction “Of all human endeavors, the most precious is the desire to improve.”

This desire is behind this revisiting of the image of Scouting in the AsiaPacific Region after eight years. Everybody who is involved in Scouting wants to sustain and improve the Organization—whether volunteer or professional, young or adult, as long as s/he is a member or has been a member of the Organization. Scouting will not endure for more than a century if it is not desirable, beneficial, worthwhile, and everything that’s good and worth preserving and improving so that it remains relevant to the changing times. The warning issued by Kuno in 1997 is worth repeating today—that “as a respectable organization working in the area of youth education, people in Scouting should respond to the call of society. If they don’t face the needs of society, society will stop turning its face towards Scouting.” This observation emphasizes the need to regularly monitor the perception of society about Scouting.

What is the perception of society about Scouting? Mario Diaz Martinez ((2008) opines that “the Scout Movement has developed a public image that is somewhat stereotyped, very often far away from what it really is, namely, a force that makes a powerful contribution to the non-formal education sector and transmits values to millions of young people around the world.” How true is this observation of Scouting in the AsiaPacific Region?

Background of the Study The World Organization of the Scout Movement (WOSM, 1988) states that although some associations are aware of having an image problem,

“Of all human endeavors, the most precious is the desire to improve.”

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“the Scout Movement has developed a public image that is somewhat stereotyped, very often far away from what it really is, namely, a force that makes a powerful contribution to the non-formal education sector and transmits values to millions of young people around the world.”

- Mario Diaz Martinez

few have done any research to determine whether there is a problem, what are its causes, and how the image can be changed, if necessary.

The Asia-Pacific Region (APR) did a pioneering study in 2000 to determine the image of Scouting on a regional basis. The study determined the knowledge and attitude towards Scouting by 6,258 respondents from two groups of target publics—Scouts/Scout Leaders and nonScouts/non-Scout Leaders, together with parents in 16 countries of the APR. The study made use of a questionnaire.

General findings showed that Scouts/Scout Leaders knew much about Scouting while non-Scouts/Scout Leaders knew little about it. There was a significant difference between Scouts/Scout Leaders and non-Scouts/ Scout Leaders.

Based on the outcome of the study, recommendations were offered to countries in the Asia-Pacific Region to develop a well-organized public relations programme to review their Scouting programmes and adult resources development policies. It was also recommended to follow-up this study to determine the impact on specific interventions on membership, performance, and public support of Scouting.

Before the first image study was done by the APR, earlier image studies had been done on the national level by some National Scout Organizations (NSO): The Scout Association in the United Kingdom (The Scout

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Association [no date]; The Scout Association, 1987, 1993; Langton & Fogg, 1997), Scouts Canada (1997), Boy Scouts of America (Harris, 1994), Scouting Nederland (Langton & Fogg, 1986, 1995), Scouts Australia (Langton & Fogg, 1997), Bangladesh Scouts (1997), and the Boy Scouts of the Philippines (1971, 1974).

A few of the Scout Associations who did an image study repeated it after a lapse of some years: The Scout Association after six years, then again after four years; Scouting Nederland after a lapse of nine years, and the Boy Scouts of the Philippines after three years.

The 1993 survey done by the Scout Association (United Kingdom) showed that many of the 1987 findings remained valid. The image of Scouting among the adult population of the United Kingdom (UK) remained good and Scout activities continued to have wide appeal.

On the other hand, Scouting Nederland found a positive improvement in the perception of Scouting when the study was repeated after nine years. In 1986, 14% of the respondents perceived Scouting as militaristic but after nine years, only 3% had the same perception.

From a research viewpoint, repeating or replicating a study is the key that supports a worthwhile hypothesis or theory. Marketing experts warn practitioners to be skeptical about using published research results unless they have been successfully replicated, and researchers are likewise cautioned to give little credence in the outcomes of oneshot studies in the areas of marketing and management (Evanschitzky, H., Baemgarth, C., Hubbard, R., & Armstrong, J.S., 2006).

Nine years have passed since the image study was done in 2000. It is therefore but timely and necessary that the study be revisited. The APR Scouting Profile Sub-Committee therefore recommended a validation of the 2000 study to determine if there is a difference in the perception of Scouting, and if NSOs have made significant changes to improve or enhance the image of Scouting in their countries.

repeating or replicating a study is the key that supports a worthwhile hypothesis or theory.

Statement of the Problem This study describes the image of Scouting in the Asia-Pacific Region as perceived by Scouts/Scout Leaders and non-Scouts/Scout Leaders in 17 countries of the Region. It brings to the fore the respondents’ knowledge of and attitude towards Scouting and their recommendations for the improvement or enhancement of its image.

Specifically, the study answers the following questions: A. Knowledge of Scouting 1. How much do the target publics in the Asia-Pacific Region know about Scouting? Is there a difference in Scouting knowl edge between Scouts/Scout Leaders and non-Scouts/non-Scout Leaders of the APR? a. Is there a difference in Scouting knowledge between the Scouts/Scout Leaders in the 2008 image study and the Scouts/Scout Leaders in the 2000 image study? b. Is there a difference in Scouting knowledge between the non-Scouts/non-Scout Leaders in the 2008 image study and the non-Scouts/non-Scout Leaders in the 2000 image study?

2. How much do the target publics in the countries of the APR know about Scouting? Is there a difference in the Scouting knowledge between Scouts/Scout Leaders and non-Scouts/nonScout Leaders in the countries of the APR? Revisiting the Image of Scouting in the Asia-Pacific Region

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a. Is there a difference in Scouting knowledge between the Scouts/Scout Leaders in the countries of the APR in the 2008 image study with the Scouts/Scout Leaders in the 2000 image study? b. Is there a difference in Scouting knowledge between the non-Scouts/non-Scout Leaders in the countries of the APR in the 2008 image study and the non-Scouts/ non-Scout Leaders in the 2000 image study?

3. Which of the Scout sections are the Scouts/Scout Leaders and non-Scouts/non-Scout Leaders familiar with?

4. What do the target publics in the APR know about Scouting?

Is there a difference in what Scouts/Scout Leaders and nonScouts/non-Scout Leaders in the APR know about Scouting?

5. What do the target publics in the countries of the APR know about Scouting? Is there a difference in what Scouts/Scout Leaders and non-Scouts/non-Scout Leaders in the countries of the APR know about Scouting?

6. What are the sources of information about Scouting of the target publics in the APR? a. What is the difference in the sources of information about Scouting among Scouts/Scout Leaders in the 2008 and Scouts/Scout Leaders in the 2001 image studies? b. What is the difference in the sources of information about Scouting among non-Scouts/non-Scout Leaders in the 2008 and the non-Scouts/non-Scout Leaders in the 2001 image studies?

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7. What are the sources of information about Scouting of the Scouts/ Scout Leaders in the countries of the Asia-Pacific Region? a. What are the sources of information about Scouting of the non-Scouts/non-Scout Leaders in the countries of the APR? B. Attitude towards Scouting 8. What is the attitude towards Scouting of the target publics in the APR? Is there a difference in the attitude towards Scouting of Scouts/Scout Leaders and non-Scouts/Scout Leaders in the APR? a. Is there a difference in the attitude towards Scouting between the Scouts/Scout Leaders in the 2008 image study with the Scouts/Scout Leaders in the 2000 image study? b. Is there a difference in the attitude towards Scouting between the non-Scouts/non-Scout Leaders in the 2008 image study with the nonScouts/non Scout Leaders in the 2000 image study?

9. What is the attitude towards Scouting of the target publics in the countries of the APR? Is there a difference in the atti tude towards Scouting of Scouts/Scout Leaders and nonScouts/non-Scout Leaders in the countries of the APR? a. Is there a difference between the attitudes towards Scouting of the Scouts/Scout Leaders in the countries of the APR in the 2008 image study with the Scouts/ Scout Leaders in the 2000 image study?

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b. Is there a difference between the attitudes towards Scouting of the non-Scouts/non-Scout Leaders in the countries of the APR in the 2008 image study with the non-Scouts/non-Scout Leaders in the 2000 image study?

10. Is there a difference in the attitude of the target publics of the APR on specific statements about Scouting?

11. Is there a difference in the attitude of the target publics in the countries of the APR on specific statements about Scouting?

C. Suggested Actions to Create an Impact and Promote Scouting 12. How can Scouting create an impact in the APR? 13. How can Scouting create an impact in the countries of the APR? 14. How can Scouting be promoted in the APR?

Significance of the Study The present study is a repetition or replication of the original image study done in 2000 (WOSM-APR). The decision of the Scouting Profile Sub-Committee to replicate the Image study after nine years is legitimate for the following reasons: (1) to determine the validity and reliability of the findings; (2) to see the extent to which the results generalize to other Scouting populations, say in other Regions of the World Organization of the Scout Movement (WOSM); (3) to identify time-based trends about the image of Scouting; and (4) to apply the results to further improve the image of Scouting in the Region and where applicable, in the world.

This image study is significant as it will guide the Scouting Profile SubCommittee to draw a realistic profile of Scouting in the Region. This will identify the gaps between the ideal profile of Scouting as envisioned with the prevailing profile as the target population sees it. This will hopefully feed the relevant Scouting Committees with information that they can use in strategically planning their move to improve Scouting in the Region.

The image study of 2000 was conducted so that its results might serve as a tool for policy formulation and decision-making in projecting a good image of the Scouting Movement. If the recommendations in the study were taken seriously and implemented by the countries concerned, there would be an improvement in the image of Scouting in the National Scout Association (NSO). In the same vein, NSOs who developed and implemented a relevant and aggressive public relations programme would have generated more and better public support for Scouting which would have resulted in an increase in membership, and improved the image of Scouting in their countries. This replicated study will hopefully show whether the initiatives of the NSOs to improve their image have been successful, are becoming successful, or need to be revised to become successful.

The Asia-Pacific Region empirically clarified the image of Scouting in the Region in 2000 and has replicated it in this study. Other regions of the WOSM and their national associations can either use the results of this study as bases for their actions if they think that the situation in the APR is not too different from theirs; otherwise they can replicate the study and the result can be a world image of Scouting.

Scope and Limitations of the Study The present study, like the 2000 study, focuses on the knowledge, attitudes, and recommended actions towards Scouting of five target publics grouped into two—Scouts/Scout Leaders and non-Scouts/Scout Leaders together with parents of Scouts—comprising a total of 7,103 Revisiting the Image of Scouting in the Asia-Pacific Region

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or 83% of the expected respondents in 17 countries of the Asia-Pacific Region: Australia, Bangladesh, Bhutan, Republic of China, Hong Kong, India, Indonesia, Japan, Malaysia, Mongolia, Nepal, New Zealand, Pakistan, Philippines, Singapore, Sri Lanka, and Thailand.

All countries of the Asia-Pacific Region were invited to participate in the study, but only 17 countries responded positively. A copy of the questionnaire was sent to all the NSOs with instructions to the Survey Coordinators to reproduce 504 copies to be distributed to 102 Scouts, 102 Non-Scouts, and 100 copies each to Scout Leaders, Non-Scout Leaders, and parents. The Survey Coordinators were instructed to distribute 102 questionnaires to each classification of respondents, for Scout and non-Scout respondents broken down as:

• 34 questionnaires for ages 10-14 years old • 34 questionnaires for ages 15-17 years old • 34 questionnaires for ages 18-26 years old Roman (1997) suggests the use of survey and focus group discussion (FGD) for an image audit. This study, however, is a survey research limited to the use of a questionnaire, due to communication, time, and financial constraints in conducting an FGD. The questionnaire used in the 2000 survey was used in the present survey with the addition of some items. The questionnaire underwent evaluation by a panel of experts composed of the APR Executives who are familiar with the conditions existing in the NSOs, the research consultant, and the APR Profile Sub-Committee.

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Chapter Two Review of Related Literature and Conceptual Framework The literature related to the image of Scouting was reviewed extensively in the first image study done by the Asia-Pacific Region in 2001. Hence, the literature reviewed here are those that have been published after the first study and those that need to be repeated to establish a consistent perspective of the topic.

• Values • Definition • Aim and Mission • Fundamental principles (Duty to God, duty to others, duty to self, the Promise and the Law)

• Educational method (adherence to a Promise and Law, learning by doing, life in small groups, progressive and attractive programmes)

What is Scouting In 1995, Stern suggested to those who would embark on describing the image of Scouting—to agree on what Scouting is, not only its image. This is likewise expressed clearly by the World Scout Bureau (WSB, 2000) when it states that “the cause that Scouting defends does not seem clear. What IS the point of Scouting? If we cannot answer the question, neither Scouts nor non-Scouts would be able to understand Scouting’s mission.”

Explaining the concept of Scouting depends on being able to identify the most stable elements of the Movement: its name, trade name, positioning, values, traditions, expertise, and qualities. Aside from these, there are other elements that may vary from NSO to NSO, like its membership and activities. Specifying each element constitutes Scouting’s identity (Michel, 2002).

The Constitution of the World Organization of the Scout Movement (Articles 1 and 2) lists the various elements that constitute Scouting’s identity, which is non-exhaustive:

“the cause that Scouting defends does not seem clear. What IS the point of Scouting? If we cannot answer the question, neither Scouts nor non-Scouts would be able to understand Scouting’s mission.”

• Global and international character • Multi-denominational nature • Respect for cultural diversity At the same time, WOSM envisioned the development of Scouts who are happy, well-balanced individuals who are both autonomous and supportive—autonomous in the sense of being resourceful, being able to make decisions, and asserting themselves as unique and responsible persons; and supportive, that is, being capable of sharing, genuinely caring about others, doing something for them, and promoting a cause (WOSM 1996:13).

An element that might define Scouting’s identity is its culture, summarized in the term “Scout spirit”, the greatest common denominator of all members of the Movement for generations (WSB, 2000). The culture of Scouting concerns— • all the attitudes and behaviors resulting from one’s commitment to Scouting; • the totality of the traditions, rituals, symbols, and folklore (such as the “Jungle Book”) that are specific to Scouting at local, national, and international levels; • specific terms, such as “Jamboree” and “Moot”; • all the knowledge and techniques specific to Scouting.

However, identity and image, though closely related, are not one and the same. The World Scout Bureau (2000) differentiates identity from image thus—

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Revisiting the Image of Scouting in the Asia-Pacific Region

“Image is the visual expression of identity…Image includes a subject element: a high-quality brand, dynamism, capacity to innovate. Whereas identity is permanent, the image can vary (because it is interactive and because it is subject to representations)…Image is simply the result of a process that places values and the perception of values in relationship through the action undertaken by the Movement and its members.”

The image of Scouting popularized by Norman Rockwell is an enduring image that has remained in the minds of many former Scouts and Scout Leaders all over the world. It is an image of boys in uniform going to camp and doing their Good Turn for the day. Scouting is likewise identified by its uniform, symbols and insignias; its Ideals; and its activities— weekly and monthly meetings, hiking, and camping—everything characterized by fun. These, according to Morland (2002), are not the goals, but rather the tools of an educational movement, a movement dedicated to realizing world peace and a healthy environment by building “character’’ in young people, as its Founder put it.

In industrialized countries, the prevailing image of Scouting is a caricature of a paramilitary movement that turns away members and potential members, in spite of Baden Powell’s admonition that it is not Scouting. In developing countries, on the other hand, Scouting is better known for its usefulness as it responds to urgent social and humanitarian needs (WSB, 2000).

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the industrialized countries of Australia, Japan, New Zealand, and Sri Lanka. In 2009 an analysis of the membership trend in the Region during the period 2001 to 2007 showed that it was fluctuating, peaking in 2001 and suddenly dropping to its lowest in 2002. The countries that showed the highest growth rate (10-20%) were Bhutan, Maldives, Mongolia, and Pakistan and the lowest growth rate (>20%) was reported by Brunei, Sri Lanka and Macau. An analysis of the difference between the results of the two studies show that only Bhutan maintained its steady growth while only Macau continued to decrease steadily.

The trend was believed to have been partly caused by the change in attitude and behavior of the public towards Scouting. There was an observed insufficient public support in Scouting and a concomitant concern for financial stability in Scouting in the Region. In addition, the young people of the Region considered the youth programme as not very attractive, in comparison with other activities for young people offered by other organizations.

Promoting the Image of Scouting The suggestions from more recent publications on how to promote the image of Scouting have been reviewed, including a reiteration of some findings of the earlier survey: The Programme

Membership Trend and the Image of Scouting In 2003 the World Organization of the Scout Movement (WOSM) AsiaPacific Region (APR) did a study on its membership trend during a fiveyear period from 1997 to 2002 (WOSM-APR, 2003). The study showed that the membership trend in the Region was modal, that is, it was increasing steadily then decreasing steadily at some point. While membership in Scouting had been increasing steadily in Bhutan, Hong Kong, India, Kiribati, Malaysia, and Thailand, it had been steadily decreasing in

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• Foster continuity in programme…..from school and after school (Salleh, 1997); • Be champions of globalization (Aziz, 1997) • Tell and retell the story of Scouting to Scouts. Tell them the story that will make them dream because it is a youth movement that is enthusiastic, global, open to all, altruistic, and made to promote peace and mutual understanding (WSB, 2000).

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Promoting Scouting:

At regional level:

• Organize regular training opportunities for volunteers and professionals • Formulate an image engineering PR plan that uses traditional and nontraditional media. These should highlight the uniqueness not only of Scouts but of youth in general and to convey Scouting as something new and noteworthy The general population should see how Scouting applies to them or how they can get involved ((Roman, 1997; Stern, 1995; The Scout Association; World Scout Bureau, 2000); • Re-examine the role of provincial and district Public Relations Officers, including their brief, effectiveness, and recruitment; • Identify priorities in promoting Scouting outside the Movement; Define to whom, what, and why we need to communicate and how best this is to be done (The Scout Association, • Hold a stamp or philatelic exhibition—By exhibiting Scouts on stamps collection, we can tell them that Scouting is a very positive educational movement for the youth, more than just a group of campers (Sinaulan, 2000); • Project Scouts working with others and helping the needy (Salleh, 1997).

For relevance:

• Make the uniform more attractive to suit trends (Salleh, 1997).

The Regional Communications Forum (WSB, 2000) proposed actions that could be implemented at different levels:

working in the fields related to Scouting Profile (Communication, Partnerships, Resources) • Support NSOs (training, training tools) At world level: • Carry out studies on Scouting’s image and on the value of the World Scouting brand • Collect good practices in the area of Communications • Provide the heads of Communication with training and promotional materials • Ensure that the World Scouting brand is protected and that the guidelines are respected Scout-Guide relationship • Maintain the dialogue between WOSM and WAGGS concerning the use of branding by Scout and Guide Organizations The literature on the image of Scouting shows that there is a fine line differentiating terminologies (such as identity, culture, and image) that need to be clarified before embarking on actions to enhance and promote Scouting. The image of Scouting projected to the public affects its membership. Hence, several actions have been proposed to promote a positive image of Scouting.

For NSOs: • Form and train groups of youth spokespersons • Train the Communications Team to a professional level • Develop a communications strategy • Develop a National Media Plan • Harmonize the national communications strategy with world level • Organize communications forums at national level

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Revisiting the Image of Scouting in the Asia-Pacific Region

Conceptual Framework The conceptual framework of the study is shown below:

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The following terms are defined operationally for a precise interpretation of data from the research.

Image is the sum total of the public’s knowledge, attitudes, impressions, and opinions about Scouting and its activities.

Attitude represents the predisposition of a respondent to evaluate controversial questions in a favorable or unfavorable manner (Roman, 1997). Favorable statements of attitude project a good image of Scouting if the target publics strongly agree/agree with them. Unfavorable statements of attitude are considered favorable if the target publics strongly disagree/disagree with them. Favorable statements of attitude are considered unfavorable if the target publics disagree/strongly disagree with them. Unfavorable statements of attitude do not project a good image of Scouting if the target publics agree/strongly agree with them.

Figure 1. Conceptual framework of the study.

Scouting has a body of knowledge embedded in its history, which finds expression in its principles, policies, aims and objectives, and distinction as its identity.

Attitude is the feeling, impression, or mood of the target publics for or against Scouting Ideals, vision and mission, and its symbolic framework expressed as opinions.

Actions are youth activities and events (programme) using the Scout Method, as well as adult training (adult resources), and the governance of both.

All these aspects—knowledge, attitudes, and actions—taken together, form the Image of Scouting.

Definition of Terms

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Target publics are the two groups of respondents in the study, namely, Scouts/Scout Leaders and non-Scouts/Scout Leaders, together with parents.

Scouts in the study are males or females, aged 10-14, 15-17, and 1826, registered with a Scout association.

Non-Scouts are males/females, aged 10-14, 15-17, and 18-26, not registered with a Scout association.

Scout Leaders are adult males/females, over 26 years old, registered with a Scout association, and holding a position at any level of the organization.

Non-Scout Leaders are adult males/females, above 26 years old, not registered with a Scout association.

Parent is either a father or a mother of a registered Scout.

Standard deviation is the measure of fluctuation (dispersion) in the data.

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Mean or Weighted Mean is the numerical representation of a series of responses n which the sum of the amounts by which the higher figures exceed the mean is exactly the same as the sum of the amounts by which the lower figures fall short of the mean. Weighted mean is used when specific responses are assigned different weights depending on the type or level of response (e.g., Strongly Agree is 5, Agree is 4, etc.).

Replication is the process of repeating a study using the same methods and different subjects and at different times.

It can also involve applying the theory to new situations in an attempt to determine the generalizability to different age groups, locations, races, or cultures.

T-test is a statistical treatment used to determine if the difference between two weighted means is significant.

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Chapter Three

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Methodology The study involved the development of the survey instrument, its administration, and the interpretation and analysis of the data.

Sources of Data Data for the study were gathered from a total of 7,103 target publics composed of Scouts, non-Scouts, Scout Leaders, non-Scout Leaders, and parents of Scouts. Table 1 shows the number of respondents in each NSO graphically represented in Figure 2. It will be noted that each group of respondents is almost equally represented. In the presentation of the data, the respondents were divided into two groups: Scouts/Scout Leaders together with parents of Scouts and non-Scouts/non Scout Leaders, because the Scouts/ Scout Leaders and the parents of Scouts have essentially similar exposure to Scouting while the other group, non-Scouts /non-Scout Leaders, have uncertain exposure to Scouting.

Image Study 2008 Distribution of Questionnaire

Figure 2. Composition of the target publics.

The target publics come from the following countries: Australia, Bangladesh, Bhutan, China, Hong Kong, India, Indonesia, Japan, Malaysia, Mongolia, Nepal, New Zealand, Pakistan, Philippines, Singapore, Sri Lanka, and Thailand.

Procedure The study started with the analysis and revision of the original research instrument and its subsequent administration. A few questions were added to reflect the newly adopted communication themes of WOSM, i.e.

Scouting as empowering, a culture of peace, and a positive contribution. Three groups reviewed the questionnaire: APR executives, APR Scouting Profile SubCommittee and the research team.

Table 1.

Number of Respondents in the NSOs

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A Survey Team, headed by a Survey Coordinator (mostly volunteer Scout Leaders), was organized in each NSO to take charge of reproducing the questionnaire, administering, collecting the accomplished questionnaire, and then summarizing the results. Two

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points were emphasized to the Survey Coordinators in conducting the survey: (1) That they encourage the respondents to be honest and spontaneous with their answers; and (2) that they tell the target groups that the questionnaire was not an examination. It was not necessary to tell the respondents that the ultimate objective of the study was to determine the “Image of Scouting” so that they would be free from any biases or prejudices. To standardize procedures, the Coordinators were sent instructions contained in “Guide for Image Study 2008 Project Coordinator/Team” (Appendix A).

Data-Gathering Instrument: Survey Questionnaire

In all, 8,568 questionnaires were reproduced by the NSOs and of this, 7,103 or 83% were retrieved.

One-hundred questionnaires were distributed to each target group in each country, except for Bhutan, because of its lower Scout membership. Table 2 shows the distribution of the questionnaires. One-hundred two questionnaires were distributed to Scouts (Young People) and Non-Scouts (Young People) for equal representation of age groups with each age group receiving 34 questionnaires, for a total of 102 respondents, broken down as follows: Ages 10-14 (34 respondents), 15-17 (34), 18-26 (34)

The questionnaire underwent two revisions before it was finalized. The drafts were given to the Directors of the APR office and to the research consultant for evaluation. The Table of Specifications for the revised questionnaire used in the first image study was used to guide the developers in the development of the instrument.

Table 2 Distribution of Questionnaires and Percentage of Returns

In the attitude portion, there is an equal number of items favorable and unfavorable to Scouting.

The questionnaire was the instrument used for gathering data. The items for the questionnaire were based on the 2000 image study with the addition of some items.

Statistical Techniques Used The following statistical techniques were used in analyzing the data: 1. For the knowledge component: a. The weighted mean, weighted standard deviation, and t-test were used to determine how much the target groups know about Scouting. b. Frequency and ranking were used to determine the sources of informa tion about Scouts.

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c. Weighted mean, weighted standard deviation, and t-test were used to determine what the target groups know about Scouting, d. Difference of means was used to determine the difference between the results of the image study in 2000 and 2008. e. Ranking was done to determine which Scout section the respondents were familiar with.

2. For the attitude component: The weighted mean, weighted standard deviation, and t-test were used to obtain a descriptive profile of attitude towards Scouting of the target groups. The difference of means was used to determine the difference in attitude between the image study in 2000 and 2008.

3. For the action component Weighted frequency was taken to determine how Scouting could create an impact and promoted.

Difference of proportion identified the difference in response between the 2000 and 2008 image surveys.

All levels of significance were computed at .01.

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Chapter Four Presentation and Analysis of Results The results of the study are presented herewith according to the statement of the problems.

Knowledge of Scouting 1. How much do the target publics in the Asia-Pacific Region know about Scouting? Is there a difference in Scouting knowledge between Scouts/Scout Leaders and non-Scouts/nonScout Leaders of the APR? Table 3 shows that Scouts/Scout Leaders know MUCH (4.79) about Scouting while non-Scouts/Scout Leaders know LITTLE (3.33) about it in the APR. There is a significant difference in the knowledge about Scouting between Scouts/Scout Leaders and non-Scouts/Scout Leaders.

Table 3 How Much the Target Publics in the Asia-Pacific Region Know about Scouting Figure 3. How much the target publics in the APR know about Scouting

Scouts/Scout Leaders Non-Scouts/ Non-Scout Leaders Significant

Weighted Mean 4.79 3.33

Standard Deviation 1.00 1.33

t-value 47.43*

Remarks Much Little

These findings are significant because it shows that Scouts/ Scout Leaders perceive themselves as possessing MUCH knowledge about the organization they have joined, which is as it should be. For the nonScouts/non-Scout Leaders, the observation of Salleh (1997) about the non-visibility of Scouting in the media is a possible reason for the LITTLE knowledge of this group.

1-a. Is there a difference in Scouting knowledge between the Scouts/Scout Leaders in the 2008 image study and the Scouts/ Scout Leaders in the 2000 image study?

Both Scouts/Scout Leaders who participated in the 2008 and 2000 studies perceive that they know MUCH about Scouting as shown in Table 4 (and in Figure 4) and the increase is significant. This increase can be attributed to the initiatives of most countries to improve their delivery of programme and training.

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Table 4 Difference in Scouting Knowledge Between the Scout/Scout Leaders in the APR in the 2008 and 2000 Image Studies

Scouts/Scout Leaders 2008 2000 *Significant

Weighted Mean 4.79 4.72

Standard Deviation 1.00 0.98

t-value 2.61*

Remarks Much Much

Scout Leaders in the 2000 image study. Both groups feel that they know LITTLE about Scouting. This significant decrease might be attributed to lesser visibility and media exposure of Scouting to the general public.

Figure 5 is a graphic representation of Table 5.

Table 5 Difference of Scouting Knowledge between the Non-Scouts/Non-Scout Leaders in the APR in the 2008 and 2000 Image Studies Non-Scouts/Non Scout Leaders 2008 2000 *Significant

Weighted Mean 3.33 3.46

Standard Deviation 1.33 1.32

t-value -3.63*

Remarks Little Little

4.79 2008 4.72 2000

3.33 2008 3.46 2000

Figure 4. Difference in Scouting knowledge between the Scouts/Scout Leaders in the APR in the 2008 and 2000 image studies.

1-b. Is there a difference in Scouting knowledge between the non-Scouts/non-Scout Leaders in the 2008 image study and the non-Scout/non-Scout Leaders in the 2000 image study?

Table 5 shows that there is a significant decrease in the perception about the knowledge of Scouting among non-Scouts/non-Scout Leaders who participated in the 2008 image study compared to the non-Scouts/non-

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Figure 5. Difference in Scouting knowledge between the non-Scouts/ non-Scout Leaders in the APR in the 2008 and non-Scout/non-Scout Leaders in the 2000 image studies.

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2. How much do the target publics in the countries of the APR know about Scouting? Is there a difference in Scouting knowledge between Scouts/Scout Leaders and non-Scouts/non-Scout Leaders in the countries of the APR? The knowledge about Scouting by the target countries in the APR is shown in Table 6. Figure 6 is a graphic representation of the Table.

Table 6 How Much the Target Publics in the Countries of the APR Know about Scouting

Figure 6. How much the target publics in the countries of the APR know about Scouting.

Among the Scouts/Scout Leaders, responses about knowledge in Scouting range from FAIR to VERY MUCH. Scouts/Scout Leaders from India (4.49), Hong Kong (4.43), Australia (4.46), Indonesia (4.32) and Mongolia (4.16) have only FAIR knowledge about Scouting. Scouts/Scout Leaders from 11 other countries have MUCH knowledge about it. Bangladesh (5.56) is the only country that registered the highest rating—VERY MUCH knowledge about Scouting. This is probably an indication of the effectiveness of their delivery of the youth programme and the training of the adult leaders, their participation in Scout gatherings and special events, and the support of the NSO and the local headquarters. These are the top ranking sources of information of Scouts/Scout Leaders about Scouting in Bangladesh.

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On the other hand, knowledge about Scouting of non-Scouts/non-Scout Leaders in each country in the APR ranges from VERY LITTLE to MUCH. Only non-Scouts/non-Scout Leaders in Nepal have MUCH knowledge about Scouting, with their Scouts/Scout Leaders also with MUCH knowledge. This shows that Nepal’s Scouts/Scout Leaders receive much knowledge from their young members and adult leaders, their schools, Scout literature, and their participation in Scout gatherings. Their general publics are likewise apprised of what Scouting is mostly through similar sources as their Scouts/Scout Leaders, with the addition of Scout rallies, campaigns, and parades.

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both the 2008 and 2000 image studies, the top sources of Scouting information among these countries are schools, Scouts, adult Scout Leaders, and Scout gatherings.

Table 7.

What the target Publics Know About Scouting in the countries in the APR

Non-Scouts/non-Scout Leaders in Japan and Australia both know very little about Scouting. The top sources of information common to both countries among non-Scouts/non-Scout Leaders are internet/website, friends, Scouts, and social/community services, which are probably either not very visible or not accessible to the Non-Scout/non-Scout Leader respondents in the two countries.

The knowledge in Scouting of all the other non-Scouts/non-Scout Leaders in the 14 other countries ranges from LITTLE to FAIR, which might be a cause of the lack of public support to Scouting.

There is a significant difference in knowledge about Scouting between Scouts/Scout Leaders and non-Scouts/non-Scout Leaders in the countries of the APR, except for India where the difference is not significant.

2 a. Is there a difference in Scouting knowledge between the Scouts/Scout Leaders in the countries of the APR in the 2008 image study and the Scouts/Scout Leaders in the 2000 image study?

Table 7 shows that there is a significant INCREASE in the perception regarding knowledge about Scouting among Scouts/ Scout Leaders who participated in the 2008 image study compared to those Scouts/Scout Leaders who participated in the 2000 study among the following countries of the APR: Bangladesh, Bhutan, Japan, Nepal, and the Philippines. In

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However, for Australia and Thailand a significant decline in the perception regarding knowledge about Scouting is observed. The top sources of Scouting information in Australia in 2000, which are no longer priorities in 2008, are schools and Scout gatherings. For Thailand, it is the radio.

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Figure 7 is a graphic illustration of Table 7.

2 b. Is there a difference in Scouting knowledge between the Non-Scouts/non-Scout Leaders in the countries of the APR in the 2008 with the non-Scouts/non-Scout Leaders in the 2000 image studies?

Table 8 (Figure 8) shows that there is a significant INCREASE in the perception regarding knowledge about Scouting among non-Scouts/nonScout Leaders who participated in the 2008 image study compared to non-Scouts/non-Scout Leaders who participated in the 2000 image study among the following countries of the APR: Bangladesh, Nepal, and Thailand. The general publics of these countries learned about Scouting mostly from schools, Scouts, and Scout gatherings in 2000. To these sources were added adult Scout Leaders and Scout literature in 2008.

There is likewise a significant DECREASE in the perception regarding knowledge about Scouting among non-Scouts/non-Scout Leaders in the 2008 image study compared to those in the 2000 study in Australia, Indonesia, and Japan. There is no significant change in Scouting knowl-

edge between the non-Scouts/non-Scout Leaders in 2008 compared with 2000 in Bhutan, Hong Kong, Indonesia, India, New Zealand, and Singapore.

3. Which of the Scout sections are the Scouts/Scout Leaders and non-Scouts/non-Scout Leaders familiar with?

Table 9 shows that the Scouts/Scout Leaders and non-Scout/non-Scout Leaders are most familiar with the following sections in Scouting ranked from most familiar to least familiar: Scouts, Cub Scouts, Senior Scouts, Rover Scouts, and Venturers. The Founder of Scouting, Lord Robert Baden

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Powell started Scouting with the Scout section followed by the Cub Scout section. Some countries do not have Venturers, which is probably why it was ranked last. The findings also imply that Scouting is most attractive to young boys and girls and as they grow up, the attraction becomes less.

Table 9.

Scouting Sections the Target Publics in the Countries of the APR are Most Familiar with F

R

F

R

F

R

F

R

F

R

F

F

R

F

R

F

R

F

R

F

R

F

F

R

F

R F

Table 10.

What the Target Publics Know About Scouting in the APR 4. What do the target publics in the APR know about Scouting?

Is there a difference in what Scouts/Scout Leaders and nonScouts/non-Scout Leaders in the APR know about Scouting?

Table 10 shows what the target publics in the APR know about Scouting. Figure 9 is a graphic representation of the Table.

The target publics AGREE with all items except for “Scouting is a recreational club� where they are UNCERTAIN. This is actually a false statement. Non-Scouts/non-Scout Leaders AGREE with all the items about Scouting.

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R

F

R

F

R

F

R

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There is a significant difference between the knowledge about Scouting of Scouts/Scout Leaders and non-Scouts/Scout Leaders.

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5. What do the target publics in the countries of the APR know about Scouting? Is there a difference in what Scouts/Scout Leaders and non-Scouts/non-Scout Leaders in the countries of the APR know about Scouting?

Table 11 shows what the target publics in the countries of the APR know about Scouting.

Table 11 What Target Publics in the Countries in the APR Know About Scouting

Legend 1 2 3 4 5 6 7 8 9 10

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Scouting Scouting Scouting Scouting Scouting Scouting Scouting Scouting Scouting Scouting

serves society promotes peace is a recreational club is a voluntary movement is a worldwide movement is led by responsible adults is an educational movement is a non-governmental organization educates young ones useful skills helps conserve and preserve environment

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11a 11b 11c 11d 11e 11f 11g 11h 11i

Scouting aims are—self-reliance character building physical fitness education for life character building outdoor activities, adventure full development of each individual friendship, brotherhood teamwork, cooperation

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S NS SA A U D SD *

Scouts/Scout Leaders Non-Scouts/Non-Scout Leaders Strongly Agree Agree Uncertain Disagree Strongly Disagree Significant

a. Almost all the target publics of the countries in the APR either Strongly Agree or Agree with the following statements: • Scouting serves society.

• Scouting is a voluntary movement.

• Scouting is a worldwide movement.

• Scouting is an educational movement • Scouting educates people in useful/life skills • Scouting helps preserve and conserve the environment • An aim of Scouting is education for life except for the target publics of Australia and the non-Scouts/nonScout Leaders of Japan who are UNCERTAIN about the statements. b. The target publics of the APR Strongly Agree that Scouting promotes peace, except those of Australia and non-Scouts/non-Scout Leaders of Bhutan and Japan; the target publics of Bangladesh Strongly Agree with the statement. c. Nine countries in the APR Agree with the statement that Scouting is a recreational club while four countries are Uncertain about this. Scouts/ Scout Leaders of Bangladesh Strongly Disagree and those from Japan Disagree with this statement, which is correct as the item is not true of Scouting. b. Except for non-Scouts/non-Scout Leaders of Australia, Japan, and Pakistan, almost all target publics Strongly Agree/Agree that: • Scouting is an educational movement.

• Scouting helps conserve and preserve the environment.

• An aim of Scouting is physical fitness. c. Target publics Strongly Agree/Agree that Scouting is a non-governmental organization, except those of Maldives and Thailand, and nonScouts/non-Scout Leaders of Bhutan and Maldives who are all Uncertain about this statement. The target publics of Bangladesh Strongly Agree with the statement.

Leaders of Japan, the rest of the APR target publics Strongly Agree/Agree that an aim of Scouting is character building. Target publics of China and Nepal Strongly Agree with the statement. e. Except for non-Scouts/non-Scout Leaders of Australia and Pakistan, target publics Strongly Agree/Agree that an aim of Scouting is full development of each individual. f. Only the non-Scouts/Scout Leaders of Australia are Uncertain about an aim of scouting as teamwork and cooperation, while all the rest of the target publics Strongly Agree/Agree with this. Target publics of Nepal and the Philippines Strongly Agree with the statement.

It is interesting to note that Scouts/Scout Leaders have the same perception of uncertainty about “Scouting is a recreational Club” in both the 2008 and 2000 image studies. On the other hand, the non-Scouts/nonScout Leaders who were Uncertain about Scouting being a recreational club in the 2000 image study now agree that it is a recreational club.

Both groups of Scouts/Scout Leaders STRONGLY AGREE that Scouting is a worldwide Movement in both the 2008 and 2000 surveys.

6. What are the sources of information about Scouting of the target publics in the Asia-Pacific Region?

Table 12 and Figure 10 show that most of the Scouts/Scout Leaders’ sources of information about Scouting, in the order of frequency are— a. Adult Scout Leaders b. Schools c. Scout gatherings d. Boy/Girl Scouts/Guides e. Scout offices/headquarters

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On the other hand, most of the non-Scouts/non-Scout Leaders’ sources of information about Scouting, in the order of frequency are— a. Schools b. Boy/Girl Scouts/Guides c. Friends d. Adult Scout Leaders e. Scout gatherings

Figure 10.

Sources of Information about Scouting of Target Publics in the APR

Table 12 Sources of Information about Scouting of Target Publics in the APR

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Scouts/Scout Leaders do business with the Scout offices/ headquarters, hence their familiarity with the offices. On the other hand, non-Scouts/non-Scout Leaders have a more informal source of information—friends.

When asked to indicate their other sources of information about Scouting, the target publics of Scouts of China, Hong Kong, Nepal, Pakistan, Philippines, Singapore, and Sri Lanka mentioned the following:

On the other hand, there is a significant DECLINE in the proportion of respondents who considered magazine/ newsletter as sources of information among Scouts/Scout Leaders who participated in the 2008 study compared to the 2000 image study. It can be deduced that “print media” is losing its popularity among the Scouts/Scout Leaders as a source of information about Scouting Table 13.

Difference in the Sources of Information About Scouting between Scouts/Scout leaders in the 2008 and 2000 Image Studies

• Raffle tickets and raffle campaigns—2 • Colleagues • Part-time staff • Flag-selling activities • Scout training course • Assistance in organizing certain swimming galas and sports day The number after the item is the frequency of the response. Almost all the other sources of Information enumerated by the target publics are activities where they have been exposed to, except for “colleagues.”

Figure 11.

Difference in Sources of Information About Scouting Among Scouts/Scout leaders in the 2008 Image Stu dy and the Scouts/Scouters in the 2000 Image Study.

6. a What is the difference in the source of information about Scouting among Scouts/Scout Leaders in the 2008 and Scouts/Scout Leaders in the 2000 image studies?

Table 13 shows that there is a significant INCREASE in the proportion of Scouts/Scout Leaders in the 2008 image study compared with the respondents in the 2000 image study who considered the following sources of information: • Adult Scout Leaders • School • Television • Radio Revisiting the Image of Scouting in the Asia-Pacific Region

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6.b What is the difference in the sources of information about Scouting among nonScouts/non-Scout Leaders in the 2008 and the non-Scouts/non-Scout Leaders in the 2000 image studies?

Table 14 shows that there is a significant INCREASE in the proportion of non-Scouts/non-Scout Leaders in the 2008 image study compared with the respondents in the 2000 image study who considered the following sources of information: • School • Television Table 14.

Sources of Information About Scouting Among Non-Scouts/Non-Scout Leaders between Respondents in the 2008 and 2001 Image Studies

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There is a significant DECLINE in the proportion of respondents who considered the following • Adult Scout Leaders • Scout gathering • Boy/Girl Scout Guides • Magazines and Newsletters as sources of information among the non-Scouts/ non-Scout Leaders who participated in the 2008 study compared to the 2000 image study.

7. What are the sources of information about Scouting of the Scouts/Scout Leaders in the countries of the APR? Table 15 shows the target publics’ sources of information about Scouts in the countries of the APR. All the countries and all the Scouts/Scout Leaders in the APR mention Adult Scout Leaders as sources of information about Scouts. Except for Sri Lanka, all other countries cite Boy/Girl Scouts/Guides as sources of information about Scouts.

Figure 12.

Sources of Information About Scouting Among Non-Scouts/Non-Scout Leaders in the 2008 Image Study and the Scouts/Scouters in the 2000 Image Study.

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Table 15.

Sources of Information About Scouting in the Countries of the APR among Scouts/Scout Leaders

a. What are the sources of information about Scouting of the nonScouts/non-Scout Leaders in the countries of the APR? All non-Scouts/non-Scout Leaders mention School as a source of information about Scouts, except Australia, India, and New Zealand. Boy/Girl Scouts/Guides are a source of information of non-Scouts/non-Scout Leaders, except for Australia, Singapore, and Sri Lanka.

The most popular media source of information among Scouts/Scout Leaders are books/manuals, and television among non-Scouts/non-Scout Leaders. Books/manuals, internet/website and television are the main sources of information about Scouts among Scouts/Scout Leaders, with television, internet/website and radio among the non-Scouts/non-Scout Leaders.

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Table 16.

Sources of Information About Scouts in the Countries of the APR among Scouts/Scout Leaders

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Attitude about Scouting 8. What is the attitude towards Scouting of the target publics in the APR? Is there a difference in the attitude towards Scouting of Scouts/Scout Leaders and non-Scouts/non-Scout Leaders in the APR?

In general, Scouts/Scout Leaders of the APR AGREE on the favorable statements pertaining to attitude towards Scouting, while the non-Scouts/non-Scout Leaders generally are UNCERTAIN about them (Table 17, Figure 13).

This difference is significant.

Figure 12.

Sources of Information About Scouting Among Non-Scouts/Non-Scout Leaders in the 2008 Image Study and the Scouts/Scouters in the 2000 Image Study.

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Table 17

8 a. Is there a difference in the attitude towards Scouting be-

SCOUTS WM

SD

3.82

0.92

Remarks A

Table 18.

Difference in the Attitude towards Scouting between Scouts/Scout Leaders in the 2008 and 2000 Image Studies.

NON-SCOUTS WM

SD

3.49

0.96

Remarks U

Difference of Means t-value 0.33

3.52

Remarks S

Legend: WM: Weighted Mean, SD: Standard Deviation; A:Agree, U: Uncertain, S: Significant

Figure 13. Attitude towards Scouting of the Target Publics in the APR

tween the Scouts/Scout Leaders in the 2008 image study with the Scouts/Scout Leaders in the 2000 image study?

Table 18 (Figure 14) shows that the attitude towards Scouting between the Scouts/Scout Leaders in the 2008 and the 2000 image studies did not significantly change. Both groups show a favorable attitude towards Scouting.

8 b. Is there a difference in the attitude towards Scouting between the non-Scouts/non-Scout Leaders in the 2008 image study with the non-Scouts/non-Scout Leaders in the 2000 image study?

Table 19 (Figure 15) shows that the attitude towards Scouting between the non-Scouts/non-Scout Leaders in the image study in 2008 and in 2000 changed significantly. Whereas the non-Scouts/nonRevisiting the Image of Scouting in the Asia-Pacific Region

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Scout Leaders showed a favorable attitude in 2000, they are now uncertain about their feelings on the statements about Scouting.

9. What is the attitude towards Scouting of the target publics in the countries of the APR? Is there a difference in the attitude towards Scouting of Scouts/Scout Leaders and non-Scouts/non-Scout Leaders in the countries in the Asia-Pacific Region?

Table 19.

Difference in the Attitude towards Scouting between NonScouts/Non-Scout Leaders in the 2008 and 2000 Image Studies.

Table 20 (Figure 16) shows the general attitude of the target publics towards Scouting in 17 countries of the Asia-Pacific Region. The Figure shows that Scouts/Scout Leaders in the countries of the APR have a FAVORABLE attitude towards Scouting, except for four countries: Australia, Scouts of China, Maldives, and Mongolia whose Scouts/Scout Leaders have an UNCERTAIN attitude towards the Movement.

Table 20.

Attitude of the Target Publics in the Countries of the APR Towards Scouting

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Table 21 (Figure 17) shows the comparison of the general attitude between the target publics in the 2008 and 2000 image studies. Only two countries show a significant improvement in the general attitude towards Scouting: Bangladesh and Nepal. On the other hand, three countries manifest a significant decline in the general attitude towards Scouting among Scouts/Scout Leaders: Australia, Bhutan and Scouts of China and among non-Scouts/non-Scout Leaders: Australia, Bhutan and Pakistan (Table 23 and Figure 18).

Table 21.

Difference in the Attitude towards Scouting among Scouts/Scout Leaders in the 2008 and 2001 Image Studies in the Countries of the APR

Non-Scouts/Non-Scout Leaders likewise have a FAVORABLE attitude towards Scouting in the APR, except for eight countries: Australia, Bhutan, Hong Kong, Japan, Maldives, Mongolia, New Zealand, and Singapore, whose Non-Scouts/Non-Scout Leaders are UNCERTAIN about their attitude towards Scouting in the Region.

9 a. Is there a difference between the attitude towards Scouting of the Scouts/Scout Leaders in the countries of the APR in the 2008 and the Scouts/Scout Leaders in the 2000 image study?

9 b. Is there a difference between the attitude towards Scouting of the nonScouts/non-Scout Leaders in the countries of the APR in the 2008 image study with the non-Scouts/non-Scout Leaders in the 2000 image study?

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Table 22 (Figure 18) shows the attitude (opinion) towards Scouting of the non-Scouts/non-Scout Leaders in the APR. The findings show that the non-Scouts/non-Scout Leaders of Bangladesh have a favorable opinion about Scouting and the difference between the 2008 and 2000 image studies is significant. On the other hand, there is no significant difference in the attitude towards Scouting of the non-Scouts/nonScout Leaders of Scouts of China, India, Indonesia, New Zealand, and the Philippines: all of them have a favorable attitude towards Scouting. The Uncertain responses for Japan and Hong Kong in both the image studies is likewise not significant.

In the 2008 study, Bhutan, Pakistan, and Australia show an Uncertain attitude towards Scouting whereas they showed a favorable attitude in the 2000 study. The difference of the results between the two years in the two countries is significant. The respondents from Nepal are the opposite: in 2008 their attitude is favorable whereas they were Uncertain in 2000; the difference is likewise significant.

Table 22.

Difference in the Attitude towards Scouting among Non-Scouts/Non-Scout Leaders in the 2008 and 2001 Image Studies in the Countries in the APR

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Figure 18. Difference in the atitude towards cScouting among Non-Scouts/Non-Scout Leaders in the 2008 and 2001 image studies in the countries in APR.

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Table 23.

Attitude towards Scouting of the Target Publics of the APR on Specific Statements about Scouting

10. Is there a difference in the attitude of the target publics of the APR on specific statements about Scouting?

Table 23 (Figure 19) shows the difference in attitude of the target publics of the APR on specific statements about Scouting.

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Figure 19.

Attitude towards Scouting of the target publics of the APR on specific statements about Scouting.

Legend 1. Scouts are helpful.

2. Scouts lack discipline.

3. Scouts are spiritually strong.

4. Scouts do useful community work.

5. Scouts are models to other young people.

6. Scouts become too dependent on their elders.

7. Adult leaders lack commitment.

8. Adult Scout leaders take their job seriously.

9. Adult leaders don’t practice what they preach.

10. Scouting is only for kids.

11. Scouting is a waste of time.

12. Scouting is fun and enjoyable.

13. Scouting teaches good values.

14. Scouting develops militaristic leaders.

15. Scouting is an expensive organization.

16. Scouting is not achieving its objectives.

17. Scouting is out of date or old-fashioned.

18. Scouting is respected in the community.

19. Scouting develops young people’s personalities.

20. Scouting is successful in developing young people.

21. Scouting is no longer relevant to today’s young people.

22. Scouting promotes world peace and world brotherhood.

23. Scouting is the world’s most successful movement for young people.

24. Scouting does a lot of things that are done better by others.

25. Scouting programme is better than the programmes offered by other youth organizations.

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1. The Scouts/Scout Leaders STRONGLY AGREE that Scouts are helpful.

This is the only item that the target publics strongly agree with.

2. The target publics all AGREE with the following positive statements: • Scouts are spiritually strong.

•Scouts do useful community work.

• Scouts are models to all young people.

• Adult Scout Leaders take their job seriously.

• Scouting is fun and enjoyable.

• Scouting teaches good values.

• Scouting is respected in the community.

• Scouting develops young people’s personalities.

• Scouting is successful in developing young people.

• Scouting promotes world peace and world brotherhood.

• Scouting is the world’s most successful movement for young people.

These statements all show a favorable attitude towards Scouting by both Scouts/Scout Leaders and non-Scouts/non-Scout Leaders.

3. The target publics all DISAGREE with the following statements: • Scouts lack discipline.

• Scouting is only for kids.

• Scouting is a waste of time.

• Scouting is out of date or old-fashioned.

All these statements show an unfavorable attitude towards Scouting and the fact that all target publics disagree with them strengthens their favorable attitude towards the Movement on the specific statements.

4. The target publics are all UNCERTAIN about the following statements: • Scouts become too dependent on their elders.

• Scouting develops militaristic leaders.

• Scouting does a lot of things that are done better by others.

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All the three statements above manifest an unfavorable attitude towards Scouting. The target publics’ uncertainty about them shows areas of improvement that can be targeted to improve the image of Scouting.

Lord Baden Powell explicitly stated that Scouting is not a military organization and it seems that this image of Scouting prevalent before has not been entirely erased yet. The uncertainty of Scouts/Scout Leaders over these statements shows the need to look at Scouting activities that promote the misconceptions.

5. Scouts/Scout Leaders AGREE with all the favorable items.

6. The Non-Scouts/Non-Scout Leaders AGREE with most of the favorable statements and DISAGREE with most of the unfavorable statements, except in the following statements where they are uncertain: Favorable statement (Uncertain): • Scouting programme is better than the programmes offered by other youth organizations.

Unfavorable statements (Uncertain): • Scouts become too dependent on their elders.

• Adult leaders lack commitment.

• Adult leaders don’t practice what they preach.

• Scouting develops militaristic leaders.

• Scouting is an expensive organization.

• Scouting is not achieving its objectives.

• Scouting is no longer relevant to today’s young people.

• Scouting does a lot of things that are done better by others.

7. It is interesting to note that the opinions of the Scouts/Scout Leaders and non-Scouts/non-Scout Leaders differ significantly on the following statements: • Adult leaders lack commitment.

• Adult Scout Leaders don’t practice what they preach.

• Scouting is an expensive organization.

• Scouting is not achieving its objectives.

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• Scouting is no longer relevant to today’s youth.

Scouts/Scout Leaders DISAGREE with the statements whereas the nonScouts/non-Scout Leaders are UNCERTAIN about them.

Another difference in opinion is observed in the statement “Scouting programme is better than the programmes offered by other youth organizations.” Scouts/Scout Leaders AGREE with this while the non-Scouts/ non-Scout Leaders are UNCERTAIN about it.

The difference in all the responses of the Scouts/Scout Leaders and non Scouts/non Scout Leaders are significant.

11. Is there a difference in the attitude of the target publics in the countries of the APR on specific statements about Scouting?

Table 24 shows the attitude of the target publics in the countries of the APR on specific statements about Scouting.

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The countries in the APR Strongly Agree/Agree with the statements: “Scouts are helpful” and “Scouts do useful community work,” except in Japan where the Scouts/Scout Leaders AGREE with the two statements while the Non-Scouts/Non-Scout Leaders are UNCERTAIN about them.

The target publics of the countries in the APR Strongly Agree/Agree with the following positive statements with some exceptions:

Singapore, and Sri Lanka expressed some favorable and unfavorable statements about Scouting. The number after each statement refers to frequency of response: Favorable Attitudinal Statements of Scouts/Scout Leaders Towards Scouting I feel that Scouting in my country (is)…

• “Scouting teaches good values” except for the target publics of Australia and Japan where the Scouts/Scout Leaders AGREE while the Non-Scouts/ Non-Scout Leaders are UNCERTAIN about the statement; • “Scouts are models to other young people” except for the target publics of Australia, Japan and China where the Scouts/Scout Leaders AGREE, while the Non-Scouts/Non-Scout Leaders are UNCERTAIN about the statement; • “Scouting develops young people’s personalities,” except for the target publics of Australia, Japan and Pakistan where the Scouts/Scout Leaders AGREE while the Non-Scouts/Non-Scout Leaders are UNCERTAIN about the statement.

•“Scouting is successful in developing young people,” except for the target publics of Australia, Japan and China where the Scouts/Scout Leaders AGREE while the Non-Scouts/Non-Scout Leaders are UNCERTAIN about the statement;

so good / very good-/ a good Movement for young people of different ages and locations—17 successful / very successful / quite successful—8 meaningful / very meaningful -7 good for body and mind—6 has a positive effect on young people—4 develops youth to become good citizens—4 a programme that promotes positive values for the youth—4 conducive to the development of young people, the next generation—4 popular—3 fun / full of fun—3 develops team spirit—3 a group that develops leadership—3 promotes self-discipline/ self-regulation —3 an organization serving /influencing society —3

The target publics of the countries in the APR are mostly either UNCERTAIN or Strongly Disagree/Disagree with the following unfavorable statements about Scouting: • Adult leaders lack commitment.

• Adult leaders don’t practice what they preach.

• Scouting is only for kids.

• Scouting is a waste of time.

• Scouting is out of date or old fashioned.

• Scouting is no longer relevant to today’s young people.

develops good character among young Scouts—3 useful/ very useful since it is active, especially for the youth—3 can let young people learn survival techniques where books cannot-3 a programme that develops a sense of responsibility towards society-3 relevant—2 enjoyable—2 interesting—2 diversified —2 helpful for youth—2 worth promoting—2

When asked about their feelings towards Scouting in their country, the target publics of China, Hong Kong, Nepal, Pakistan, Philippines,

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develops respect—2 an excellent group—2

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a programme for service—2

an organization for both young and adult

suitable for young people—2

lets young people build on their strengths

develops responsible people-2

an organization that does not involve politics

can build team spirit /teamwork—2

composed of a group of experienced leaders

provides suitable/ worthwhile activities—2

can enhance knowledge and broaden horizons

learning because of the adventure when going to a camp and being independent—2

motivating the youth to become better persons

an organization which can increase cooperation skills / provide training in cooperation—2

trains youth to develop independent leadership skills

extremely good—1

still developing and may be growing up in the future

okay

understands and cares for things and the people around you

great

a programme that can develop the self-discipline of the youth

essential

a Movement which many young people yearn to participate in

doing well

has group activities and life outside school which build fellowship

beneficial

helping out youth and also adults to become more responsible persons

very active

really promotes friendliness, discipline, and respect among other people

educational

an organization that maintains traditions and has the courage to explore new things

challenging

offers a great opportunity to spend time with your friends doing worthwhile activities

competitive

a role that is worth participating in and activities worth taking part in throughout the

well-managed

whole life

just awesome

Favorable Attitudinal Statements of Non-Scouts/Non-Scout Leaders Towards Scouting

a group activity builds character quite improving promoting peace

I feel that Scouting in my country (is)…

a great organization has value for its existence

develops discipline/self-discipline among young people—9

cultivates good personality

very good / quite good /good—8

supported by many people

a team programme / develops team spirit—5

education for moral issues

develops leadership skills—4

a passion for adult leaders

a platform for personal growth and development and physical training and enhance-

a Movement with creativity

ment for children and adults; active and doing its best to develop the youth spiritu-

does a Good Turn every day

ally, physically, mentally and socially—4

trains young people in patience

develops group cooperation—3

helps others and also helps oneself

teaches a person to be obedient-3

makes good use of the leisure time

develops personality-2

a group that can train young people

alright / doing alright—2

cultivates interpersonal relationships

enhances communication—2

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doing well to some extent—2

50

Unfavorable Statements of Scouts/Scout Leaders Towards Scouting

promotes character building—2 a meaningful /very meaningful organization —2

I feel that Scouting in my country (is)…

helping ourselves and a willingness to help others—2 okay

does not have enough promotion—3

better

lethargic

perfect

just in a rut

efficient

misunderstood

attractive

has very slow progress

important

just making Scout skills

very interesting

not a valued field in society

a uniformed group

has culture but no innovation

knowledge gaining

is affected by political parties

easy to understand

is not famous and popular to all

teaching good values

is increasingly underappreciated

generally satisfactory

without clear directions from NSO

promotes youth health

does not receive care from anyone

serving the community

emphasizes quantity but not quality

brings out our courage

needs effort and support from society

promotes one’s country

a game for adults to satisfy their vanity

the main force of society

needs a more flexible time arrangement

good but should be increased

does not state the definite roles of young Scouts

well-organized and disciplined

has stereotypes for people: just doing Scout skills

teaches problem-solving skills

caviar to the General— hard to touch and understand

can teach methods to save self

separates participants in pyramid-like structure by age

an effective youth organization

has a hierarchical system like the army but without clear structure

promotes a sense of persistence

difficult for poor people to afford and participate in Scouting activities

is adventure and other activities

a Movement still kept in the old style. it doesn’t advance with the times.

a Movement for youth and adults

needs to organize more youth activities through the NHQ, DHQ, as well as units or groups

an activity good for the body and mind

in recent years, has devoted itself to gaining external recognition, but it has a trend

activities provide training for young people

which goes against basic values

a programme that can develop the self-discipline of the youth a well-known organization with a large number of participants needed and one way of teaching this generation what life truly is assists young people in the development of a sense of brotherhood spirit is put into practice not only in Scout activities but also in daily life is unflinching in participating in any kind of activity; this is greatly admired

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Unfavorable Attitudinal Statements of Non-Scouts/Non-Scout Leaders towards Scouting

Table 25 How Scouting can Create More Impact in the APR

I feel that Scouting in my country (is)…

Rank

isn’t promoted and published enough, so just a few people understand it/ has

1 2 3 4 5 6 7 8 9 10 11

very low effectiveness of promotion—3 useless not needed has atrophied a waste of money not moving properly has no practical skills not very large in scale has activities that cost quite a lot needs sufficient financial resources has many activities that are meaningless doesn’t matter; it’s not a major movement

12

Suggestions Promote a better leader image Introduce higher skills Improve training and ensure support of adult leaders Promote fun in Scouting Promote youth exchange programme Keep the interest of older Scouts Involve parents in more Scouting activities Publish more support materials: magazines, books, etc.

Introduce co-education in Scouting Design a new uniform to suit trends Involve business people, government officials, and other non-governmental organizations Change traditional Scout practices

may not have actual contribution to society gives half-knowledge, especially in the adult world has activities for a small number of HK’s 7m population is not encouraged by some parents for their children to join has programme for youth that should be updated and should be compulsory in educational institutions

Although there are many unfavorable statements about Scouting from both Scouts/Scout Leaders and non-Scouts/non-Scout Leaders, it’s noticeable that there are more favorable than unfavoralble feelings towards Scouting.

Suggested Actions Towards Scouting

The following suggestions of the target publics received the highest ratings: (1) Promote a better leader image; (2) Introduce higher skills; (3) Improve training and ensure support of adult leaders; (4) Promote fun in Scouting; and (5) Promote youth exchange programme.

It seems that traditional Scout practices associated with Scouting have been part of the culture that the target publics have accepted and have found favorable, and therefore need not be changed. except for the following traditional Scout practices specified by the target publics of China, Hong Kong, Nepal, Pakistan, Philippines, Singapore, and Sri Lanka, with their suggestions. The traditional practices and suggestions have been classified into those referring to uniform, activities, leadership, and membership. The number after the item refers to frequency.

12. How can Scouting create more impact in the APR? The following suggestions are given for Scouting to create more impact in the APR: Revisiting the Image of Scouting in the Asia-Pacific Region

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Uniform: Traditional Practice: Tradition to wear shorts—3 Suggestions: Uniform should be changed to suit the winter weather to take the member’s health into consideration and enable the members to have a good impression of the niform; It is inappropriate for Cub Scouts and Scout members to wear shorts anymore. Allow Cub Scouts and Scouts to wear trousers in winter. Change the culottes of females to be more good-looking and convenient—3 Do not randomly change the name of badges.

Activities: Traditional Practice: Assembly and mode of training for Citizen Award Suggestions: Increase training on computers Include some modern survival skills Find spokesman to promote teamwork Remove World Scouting skills competition.

Strengthen the cooperative function and high-tech/skill Pay more attention to discipline, team, and self-discipline Add elements of residential camping and can camp at camp sites and country parks, but the Explorer Badge still has room for amendment Leadership: Traditional Practice: Too much reliance on guidance from adults Suggestions: Change the Scout titles.

Request Chief Scout to attend large-scale activities, such as Scout rally Group Scout Leader should possess leadership skills, be charismatic; not to be arrogant of his own power, and develop admiration among members Membership: Traditional Practice: Only a group for children Suggestion: Organize Scout groups in schools

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13. How can Scouting create more impact in the countries of the APR? Table 26 shows the Scouts/Scout Leaders’ suggestions on how Scouting can create more impact in the countries of the APR.

Table 26 How Scouting can create an impact in the countries of the APR

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The following strategies were ranked No. 1 by the countries of the APR: 1. Introduce higher skills: Bangladesh, India, Maldives, Mongolia, Nepal, Pakistan, and the Philippines; 2. Promote fun in Scouting: China, Hong Kong, Japan, Singapore, and Thailand; 3. Promote a better leader image: Indonesia, New Zealand, and Sri Lanka; 4. Keep the interest of older Scouts: Australia The Table also shows the following strategies, which likewise rank high (1st to 5th) among most of the countries: 1. Promote a better leader image (All countries); 2. Introduce higher skills (All countries, except Australia, China, and New Zealand); 3. Promote fun in Scouting (All countries, except Bangladesh, Bhutan, Maldives, Mongolia, and Nepal); 4. Improve training and ensure support of adult leaders (All countries, except Bangladesh, India, Japan, Mongolia, Nepal, and Pakistan) 5. Promote youth exchange programme (All countries, except Australia, Bangladesh, China, Indonesia, New Zealand, Philippines, Singapore, and Sri Lanka) Not included in the Top Five responses for the Region are the following strategies important to specific countries: 1. Keep the interest of older Scouts: Australia (1), Japan (2), Maldives (3), New Zealand, Sri Lanka (4) and China, Philippines, Singapore (5); 2. Publish more support materials (magazines, books, etc.): Bangladesh, Nepal, Pakistan (2), Bhutan (3) and India (5); 3. Involve parents in more Scouting activities: Bangladesh, Mongolia, Nepal (4) and Australia, China (5); 4. Introduce co-education in Scouting: Indonesia, Thailand (4); 5. Design a new uniform to suit trends: Mongolia (3); 6. Involve business people, government officials, and other non-government organizations: Bangladesh (5).

The target publics of China, Hong Kong, Nepal, Pakistan, Philippines, Singapore, and Sri Lanka offer suggestions on how Scouting can create more impact in their countries. The suggestions have been classified

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into activities, membership, governance, promotion, training, and general suggestions: The numbers after the suggestions refer to the number of respondents who mentioned them.

Activities: Organize more meaningful activities-5 Initiate more community / relief services —3 Introduce and participate in more charity events—2 More emphasis on the environment; green movements to be adopted—2 Scout activities should focus on improving the morals /character of the young people—2 Subsidize Scout groups, districts, and regions to carry out largescale activities More interactive forums; let members provide their opinions on Scout activities Must change the camping activities, etc. to see the present day values of Scouting Introduce more new content and have for example, Scouting knowledge competition Organize voluntary activities for other organizations, for example, the elderly homes.

Membership Quit from school system Governance Make Scouting free—3 Increase resources and assistance / more assets—2 Give consumption subsidy for uniform and activities—2 Lower the fees Be disciplined in district Manage Scout Groups better to become distinguished Commend good leaders (volunteers) for their hard work Give less active districts additional training and support Secure assistance from the government or other organizations

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Scouting needs to be made compulsory in all schools in the country Give Scout Groups in schools more support in Scout activities and training Make NSO institutionalized, such as to be regulated in the field of education laws Promotion Need to promote more / use of the mass media in promotions— TV, ads; schedule promotion at schools / in the community; enhance promotion and verbally invite others to participate—10 Co-organize activities with film celebrities Communicate with Scouts around the world Should be properly taken to Nepal areas and make it known and popular.

Training Strengthen training Provide patronage to training programme for adult leaders General Popularize and introduce Scouting/It is necessary to educate the public about Scouting—2 Be more active Fair, open and just Participate in the Movement Make Scouting more interesting Introduce the advantages of Scouting Take innovative steps to face the current situation and demands

14. How can Scouting be promoted in the APR? How Scouting can be promoted in the APR is shown in Table 26. Suggestions that got the highest ranking are the following: (1) Have more community development/service activities; (2) Have a well-organized Public Relations structure; (3) Have a strong promotional and advertising campaign; (4) Use the Internet; and (5) Incorporate Scouting in the school’s co-curricular activities.

Table 26 How Scouting can be Promoted in the APR Rank

Suggestions

1 2 3 4 5 6

Have more community development/service activities Have a well-organized Public Relations structure Have a strong promotional and advertising campaign Use the Internet Incorporate Scouting in the school’s co-curricular activities Hold special events, like Jamborees, Moots, exhibitions of Scout skills, etc.

Update the programme to adjust better to the needs and aspira tions of young people Develop a programme in the rural areas and for indigenous groups Produce promotional materials, e.g., posters, phone cards, multi-media package of information, etc.

Others

7 8 9 10

It will be noticed that there are some conflicting suggestions, like “Scouting needs to be made compulsory in all schools in the country” and “Quit from school system.” NSOs with big membership usually have schoolbased Scouting (e.g., Indonesia and the Philippines) but it has also some disadvantages, like quality being sacrificed for quantity in some countries. The issue has historical and cultural bases and changing the scheme needs very careful study.

The target publics of Scouts of China, Hong Kong, Nepal, Pakistan, Philippines, Singapore, and Sri Lanka offer some suggestions on how Scouting can be promoted in the APR. The numbers after the suggestions refer to the frequency of the responses:

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• Organize one single activity for non-Scouts to try to participate in—4 • Promote / Lecture in the streets—3 • Use TV—2 • Promote to friends—2 • Organize more activities-2 • Get financial assistance—2 • Involve youth in Scout activities—2 • Encourage the participation of parents—2 • Multi-level setting • Have an open day • Promote in schools • Promote in showbiz • Tell others in person • Publish Scout daily news • Give out uniforms for free • Invite others to participate • Have large-scale exhibition • Utilize the benefits of Scouting • Let Scouting cooperate with NGOs • Seek support from the government • Introduce the meaning of Scouting • Maintain good traditions of Scouting • Introduce and promote through relatives • Recruit adult leaders from different fields • Promote more parent-child Cub Scout groups • Instill the message of Scouting to the parents • Get Scout Group Leaders’ support in activities • Include as extra-curricular activity of the school • Organize Scout Groups with members of society • Scouts invite non-members to participate in activities • Let people have passion to join or understand Scouting • Encourage students to participate in activities on Saturdays • Attract people to participate, for example, in some good activities • Invite famous models to join the Public Relations Division of the NSO.

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• Organize more international exchange programmes and outdoor activities • Invite celebrities, for example, film stars to be the promotions ambassador • Promote in publications, for example, publishing books on the collection of highlights of activities • Secure government’s assistance, Scout members’ support, and development in schools and in the community.

• Design a uniform that is comfortable, convenient, adapts to different environments, simple, and good-looking for Scout and Cub Scout members • Increase the number of leaders in primary schools, allowing schools to absorb more pupils into the Scout groups; birth rate is low and the population grows older, which results in a low youth population.

The NSOs suggest many possibilities of promoting Scouting—anywhere and everywhere and to everyone—in the streets, school, communities among non-Scouts, parents, friends, relatives, showbiz celebrities, and all others using different media.

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Chapter Five Summary, Findings and Recommendations Summary This study is a repetition of the first image study done in the Asia-Pacific Region in 2000. It describes the image of Scouting in the APR as perceived by 7,103 or 83% of the expected Scouts/Scout Leaders, nonScouts/Scout Leaders, and parents of Scouts. The study focuses on the knowledge, attitudes, and recommended actions for Scouting to create an impact and be better promoted in the 17 respondent countries of the Asia-Pacific Region: Australia, Bangladesh, Bhutan, Republic of China, Hong Kong, India, Indonesia, Japan, Maldives, Mongolia, Nepal, New Zealand, Pakistan, Philippines, Singapore, Sri Lanka, and Thailand.

The weighted mean, standard deviation, and t-test were used to determine the knowledge and attitude of the target publics about Scouting.

Frequency and ranking were used to identify the sources of information about Scouts. Difference of means was used to find the difference between the results of the image study in 2000 and 2008. Ranking was done to determine which Scout section the respondents were familiar with and difference of proportion identified the difference in response between the 2000 and 2008 image surveys. All levels of significance were computed at .01. The questionnaire is the instrument used in the study.

Findings The findings reveal that— A. Knowledge about Scouting 1. Scouts/Scout Leaders know MUCH about Scouting while non-Scouts/ non-Scout Leaders know LITTLE about the Movement. There is therefore a significant difference in the knowledge about Scouting between Scouts/ Scout Leaders and non-Scouts/Scout Leaders.

There is a significant INCREASE in the perception regarding knowledge about Scouting among Scouts/Scout Leaders who participated in the 2008 compared to those in the 2000 image study. On the other hand there is a significant DECREASE in the perception about the knowledge of Scouting among non-Scouts/non-Scout Leaders in the 2008 compared to the 2000 image study.

2. In specific countries of the APR the responses of Scouts/Scout Leaders regarding their knowledge of Scouting ranges from FAIR (India, Australia, Hong Kong, Indonesia, and Mongolia) to Very MUCH (Bangladesh).

Knowledge about Scouting of non-Scouts/non-Scout Leaders in the countries of the APR ranges from VERY LITTLE (Australia and Japan) to MUCH (Nepal).

There is a significant INCREASE in the perception regarding knowledge about Scouting among Scouts/ Scout Leaders in the 2008 image study compared to those in the 2000 study in Bangladesh, Bhutan, Japan, Nepal, and the Philippines. For Australia and Thailand, there is a significant DECLINE in the perception regarding knowledge about Scouting.

There is likewise a significant INCREASE in the perception regarding knowledge about Scouting among non-Scouts/non-Scout Leaders in the 2008 image study compared to those in the 2000 image study in Bangladesh. Nepal, and Thailand, whereas there is a DECLINE in perception regarding knowledge about Scouting in Australia, Indonesia, and Japan. There is no significant change in Scouting knowledge between the non-Scouts/non-Scout Leaders in 2008 compared with 2000 in Bhutan, Hong Kong, Indonesia, India, New Zealand, and Singapore.

3. The target publics are familiar with the following sections in Scouting, ranked from most familiar to least familiar: Scouts, Cub Scouts, Senior Scouts, Rover Scouts, and Venturers.

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4. The target publics agree with all the specific knowledge statements about Scouting, except for “Scouting is a recreational club” where they are Uncertain. Non-Scouts/non-Scout Leaders agree with all the items about Scouting.

5. Almost all the target publics of the countries in the APR either Strongly Agree or Agree with the following statements: Scouting serves society.

• Scouting is a voluntary movement.

• Scouting is a worldwide movement.

• Scouting is an educational movement • Scouting educates people in useful/life skills • Scouting helps preserve and conserve the environment • An aim of Scouting is education for life except for the target publics of Australia and the non-Scouts/non-Scout Leaders of Japan who are UNCERTAIN about them. The target publics of the APR Strongly Agree that Scouting promotes peace, except those of Australia and non-Scouts/non-Scout Leaders of Bhutan and Japan.

6. Most of the target publics identify the following as the most common sources of information about Scouting: adult Scout Leaders, schools, Scout gatherings, and Girl Scouts/Guides.

There is a significant INCREASE in the proportion of Scouts/Scout Leaders in the 2008 image study compared with the 2000 study who considered the following sources of information: Adult Scout Leaders, school, television, and radio. On the other hand, there is a significant DECLINE in the proportion of respondents who considered magazine and newsletter as sources of information among Scouts/Scout Leaders in the 2008 compared with the 2000 image study.

There is a significant INCREASE in the proportion of non-Scouts/nonScout Leaders in 2008 compared with the 2000 image study who considered school and television as sources of information on Scouts.

There is a significant DECLINE in the proportion of respondents who considered the following

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• Adult Scout Leaders • Scout gathering • Boy/Girl Scout Guides • Magazines and Newsletters as sources of information among Scouts/Scout Leaders who participated in the 2008 study compared to the 2000 image study.

7. All the Scouts/Scout Leaders in the APR mention Adult Scout Leaders as sources of information about Scouts. Except for Sri Lanka, all other countries cite Boy/Girl Scouts/Guides as sources of information about Scouts. On the other hand, all non-Scouts/non-Scout Leaders mention School as a source of information, except Australia, India, and New Zealand. Boy/Girl Scouts/Guides are a source of information of nonScouts/non-Scout Leaders, except for Australia, Singapore, and Sri Lanka.

8. In general, Scouts/Scout Leaders of the APR agree on the favorable statements pertaining to attitude towards Scouting, while the nonScouts/non-Scout Leaders generally are uncertain about them; this difference is significant.

The target publics all DISAGREE with the statements, which show an unfavorable attitude towards Scouting and therefore strengthens their favorable attitude towards the Movement. The target publics are all UNCERTAIN about some statements, which are unfavorable to Scouting: The attitude towards Scouting between the Scouts /Scout Leaders in the 2008 and the 2000 image studies did not significantly change—both groups manifested a favorable attitude towards Scouting. On the other hand, the attitude towards Scouting between the non-Scouts/non-Scout Leaders in the image study in 2008 and in 2000 changed significantly from a favorable attitude in 2000 to an uncertain feeling in 2008.

9. Scouts/Scout Leaders in the countries of the APR have a FAVORABLE attitude towards Scouting (as shown in their agreement with positive statements), except for four countries: Australia, China, Maldives and

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Mongolia who have an UNCERTAIN attitude towards the Movement. NonScouts/Non-Scout Leaders likewise have a FAVORABLE attitude towards Scouting in the APR, except for eight countries: Australia, Bhutan, Hong Kong, Japan, Maldives, Mongolia, New Zealand and Singapore, whose Non-Scouts/Non-Scout Leaders are UNCERTAIN about their attitude towards Scouting in the Region.

Bangladesh and Nepal Scouts/Scout Leaders show a significant improvement in the general attitude towards Scouting from 2000 to 2008. On the other hand, those of Australia, Bhutan and China show a significant decline in the general attitude towards Scouting. The non-Scouts/nonScout Leaders of Bangladesh have a favorable opinion about Scouting and the difference between the 2008 and 2000 image studies is significant. There is no significant difference in the attitude towards Scouting of non-Scouts/non-Scout Leaders of the other countries.

In the 2008 study, Bhutan, Pakistan, and Australia show an Uncertain attitude towards Scouting whereas they showed a favorable attitude in the 2000 study. The difference in the results is significant. The respondents from Nepal are the opposite: in 2008 their attitude is favorable whereas they were Uncertain in 2000; the difference is likewise significant.

10. The target publics STRONGLY AGREE on one item: that Scouts are helpful. They all AGREE with the following favorable statements: • Scouts are spiritually strong.

• Scouts do useful community work.

• Scouts are models to all young people.

• Adult Scout Leaders take their job seriously.

• Scouting is fun and enjoyable.

• Scouting teaches good values.

• Scouting is respected in the community.

• Scouting develops young people’s personalities.

• Scouting is successful in developing young people.

• Scouting promotes world peace and world brotherhood.

• Scouting is the world’s most successful movement for young people.

The target publics all DISAGREE with the following unfavorable statements: • Scouts lack discipline.

• Scouting is only for kids.

• Scouting is a waste of time.

• Scouting is out of date or old-fashioned.

The target publics are all UNCERTAIN about the following unfavorable statements: • Scouts become too dependent on their elders.

• Scouting develops militaristic leaders.

• Scouting does a lot of things that are done better by others.

Scouts/Scout Leaders AGREE with all the favorable items.

The Non-Scouts/Non-Scout Leaders AGREE with most of the favorable statements and DISAGREE with most of the unfavorable statements, except in the following statements where they are uncertain: Favorable statement (Uncertain): • Scouting programme is better than the programmes offered by other youth organizations.

Unfavorable statements (Uncertain): • Scouts become too dependent on their elders.

• Adult leaders lack commitment.

• Adult leaders don’t practice what they preach.

• Scouting develops militaristic leaders.

• Scouting is an expensive organization.

• Scouting is not achieving its objectives.

• Scouting is no longer relevant to today’s young people.

• Scouting does a lot of things that are done better by others.

It is interesting to note that the opinions of the Scouts /Scout Leaders and non-Scouts/non-Scout Leaders differ significantly on the following statements: • Adult leaders lack commitment.

• Adult Scout Leaders don’t practice what they preach.

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• Scouting is an expensive organization.

• Scouting is not achieving its objectives.

• Scouting is no longer relevant to today’s youth.

Scouts/Scout Leaders DISAGREE with the statements whereas the nonScouts/non-Scout Leaders are UNCERTAIN about them.

Another difference in opinion is observed in the statement “Scouting programme is better than the programmes offered by other youth organizations.” Scouts/Scout Leaders AGREE with this while the nonScouts/non-Scout Leaders are UNCERTAIN about it. The differences in all the responses of the Scouts/Scout Leaders and non Scouts/non Scout Leaders are significant.

C. Suggested Actions 12. for Scouting to Create More Impact in the APR, The following suggestions of the target publics received the highest ratings: (1) Promote a better leader image; (2) Introduce higher skills; (3) Improve training and ensure support of adult leaders; (4) Promote fun in Scouting; and (5) Promote youth exchange programmes.

14. To promote Scouting in the Region, the following suggestions received the highest ratings: (1) Have more community development/service activities; (2) Have a well-organized Public Relations structure; (3) Have a strong promotional and advertising campaign; (4) Use the Internet; and (5) Incorporate Scouting in the school’s co-curricular activities.

11. The countries of the APR Strongly Agree/Agree with the statements: “Scouts are helpful” and “Scouts do useful community work,” except in Japan where the Scouts/Scout Leaders AGREE with the two statements while the Non-Scouts/Non-Scout Leaders are UNCERTAIN about them.

The target publics of the countries in the APR Strongly Agree/Agree with the following positive statements with a few exceptions: • Scouting teaches good values.

• Scouts are models to other young people.

• Scouting develops young people’s personalities.

• Scouting is successful in developing young people.

The target publics of the countries in the APR are mostly either UNCERTAIN or Strongly Disagree/Disagree with the following unfavorable statements about Scouting: • Adult leaders lack commitment.

• Adult leaders don’t practice what they preach.

• Scouting is only for kids.

• Scouting is a waste of time.

• Scouting is out of date or old fashioned.

• Scouting is no longer relevant to today’s young people.

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Recommendations The recommendations have been organized following the framework illustrated in Figure 20. Furthermore, they are offered for consideration by countries who will find them applicable to their particular situation.

Programme and Adult Resources 1. There is a prevailing misconception among the target publics (Scouts and non-Scouts alike—young people and adults) that Scouting is a recreational club. This seems to show the need for a balance between fun and learning and demonstrating useful Scouting skills.

2. A regular revisiting of the Scouting programme to make it more relevant to the times will add life skills and higher order thinking skills, in addition to Scouting skills necessary to participate in regular Scouting activities (camping, hiking, etc.). To adjust to changes in modern society, young people need to develop resistance skills, resiliency, conflict resolution, critical thinking skills, communication skills, entrepreneurial skills, problem-solving and decision-making skills, and other life skills. Some of these skills are already integrated in trainer training courses and steps need to be taken to ensure that the Scouts learn them.

ing developing militaristic leaders is disturbing. Actions speak louder than words. Scout Leaders might be projecting a very directive leadership towards Scouts, which is not the essence of Scouting. A re-examination of roles and the behavior of professional and volunteer leaders need to be clarified and assessed so that the image they are projecting is what it should be. Scouts can be given more autonomy to be on their own without Scout Leaders, where advisable. Maximize the potentials of Patrol Leaders. After all, that is the essence of the Scout Method.

5. It is about time to explore different modes of delivering training—not just the face-to-face classroom style training courses. Technology has opened up new training approaches—mentoring, modular, distance learning, and other alternative learning systems. Through these, the training of leaders can be extended to unreached areas where Scouting can take root.

Marketing Strategy 1. Public relations is a profession and can be handled excellently by professionals, hence it would be well for NSOs to hire or seek the help of PR professionals to develop a PR structure and strategize marketing of Scouting.

3. The qualitative statements about Scouting shows that the target publics’ image of Scouting is still the traditional one, mentioning the activities and symbols for which it is known—community service, camping, survival skills, good citizenship, leadership, team spirit, the Good Turn, character, and the uniform. The unfavorable statements relate to its lack of promotion, its focus on the usual Scouting skills, which seems to show that it is being left behind by progress, not changing, not innovative, and its being expensive. These insights can be taken into consideration in reviewing the Scouting programme.

2. Concentrate on the promotion of Scouting to let the non-Scouts/nonScout Leaders know what Scouting really is so that their attitude towards the Movement will improve. The study shows that the knowledge of the public about Scouting has not improved since 2000. The public still knows little about the Movement. This little knowledge is the probable reason why the non-members have an uncertain attitude towards Scouting, considering that in 2000 they had agreed with positive statements about Scouting.

4. The role of the Scout Leaders has to be clearly defined in Scouting. The findings that Scouting members and non-members alike are uncertain about Scouts becoming too dependent on their leaders and about Scout-

3. The involvement of non-Scouts in Scout activities, especially parents, relatives, friends, and colleagues makes Scouting visible to the community and educates the public about what Scouts do. Scouting can benefit Revisiting the Image of Scouting in the Asia-Pacific Region

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from free publicity if Scouts become very visible on occasions when help is most needed, for example, in times of emergency, whether brought about by natural or man-made disasters—floods, fire, volcanic eruption, earthquake, etc. for which the Asia-Pacific Region is famous.

On the safer side, there are many community service projects that Scouts can do which can earn for them free publicity: • Visiting home for the aged • Organizing a camp for the differently-abled • Walk for charity • Partnering with a government or non-government organization and assisting them in their projects, for example, planting trees in cooperation with the Department of Agriculture and Natural Resources or Forestry • And countless others These are all opportunities to advertise Scouting for what it really is.

NSOs and Scout Leaders just have to be aware of opportunities and grab them. Surprisingly, although there was mention of the Good Turn, no one among the respondents mentioned the Scout motto “Be Prepared” as symbolizing Scouting. Does this show that Scouts are no longer thought of as being prepared every time, especially when help is needed?

4. Be Prepared, the Good Turn, the uniform, and camping are expressions of the Scout culture. They are unique to Scouting. They are what differentiates Scouting from other youth organizations. They are selling points of Scouting and can be focused on. Make the Scouts proud to wear the uniform not only during ceremonies but during every Scouting activity. Needless to say, Scout Leaders need to be models in this. This is branding that makes Scouting known.

5. The popularity of computers among the young people and adults has opened more avenues for making the public aware of Scouting. All types of media and methods can be explored to promote Scouting: • Creating a website • Lecturing in the streets • Doing a round of schools to promote Scouting

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• Organizing exhibits in community centers or town halls • Using posters, banners, and billboards in public areas • Publishing a Scout newspaper, magazine, or bulletin • Celebrating events in a grandiose way, like B-P Day, Foundation of Scouting, etc.

• Making Scout membership a privilege by partnering with commercial establishments in giving perks to Scouts showing their membership card • Organizing a Scout band, rondalla, or a choir that can be invited to participate in community activities to provide music and entertainment The NSOs suggest many possibilities of promoting Scouting—anywhere and everywhere and to everyone—in the streets, school, communities among non-Scouts, parents, friends, relatives, showbiz celebrities, and all others using different media.

Internal and External Publics 1. Scouts, Scout Leaders, and Scout gatherings are still the major sources of information on Scouting, hence all of them need to project a positive image—smart Scouts following the Scout Law, Scout Leaders serving as models, and Scout gatherings that mirror a positive image of what Scouting is.

2. Two issues have emerged for which there is no definite answer because some countries have found them advantageous and some not: whether Scouting should be school-based or not and whether it should involve political figures or not.

3. Partnering with other organizations in activities that will improve life in the community will strengthen the organization and earn support for the Movement. Institutions like the schools, churches, youth organizations, community clubs, sports clubs, government and non-government agencies like the Red Cross, concerned citizen groups, military agencies, social organizations, and any other body working with similar objectives as the Boy/Girl Scouts / Guides can partner with them and either— • become a sponsoring institution adopting the Scouting programme

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• organize a joint activity or project for the good of the community • organize themselves into “Friends of Scouting” or “Scouting Senior Citizens” to support the Organization.

Membership and Resources No matter how excellent the Scouting programme is if there are no Scouts to make use of it, the programme will be useless. Hence, the NSOs have to continue to face the challenge of sustaining /improving their membership. This can be done using different strategies: 1. Maintain a Membership Committee whose task is to plan, promote, and monitor membership growth 2. Conduct annual Membership Recruitment Campaign 3. Identify strategic areas for recruitment, especially those not yet reached

by Scouting 4. Restudy the registration fee system to determine how it can be made affordable to Scouts without being a burden to their parents, not necessarily lowering the fee but enabling the Scouts to earn it.

5. Recognize Councils / provinces / districts with remarkable membership growth 6. Focus on a retention programme, which in the long run will provide for more efficient and lasting growth. Study the membership growth. Identify the section where the NSO usually loses its members and study how to fill in that gap so that the Scouts will proceed to the next section of the Scouting family. Hence, it is also important that Scout Leaders of different sections have good relationship with each other so that the Scouts can transition to the next section smoothly. It would be well to assign a leader in charge of transitioning boys to the next section in the Group.

The recommendations above are specific to the foci indicated. However, they should not be taken in isolation, assigning a group to take care of an aspect. Each NSO should bring its acts together, through a serious and systematic procedure of strategic planning, implementing, monitoring implementation, and evaluating.

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