The Scout Association is hoping to shake off its image of knee-high socks and sing-alongs with a poster campaign that aims to project scouting as a lifestyle choice for young people looking for adventure.
"There's still a wide misconception that scouts still run around in shorts lighting fires, which simply isn't true," said Jack Gilbert, fundraising manager at the Scout Association.
The posters, which will be displayed in London Underground stations, show boy and girl scouts engaging in challenging outdoor activities such as potholing and quad-biking, and asks commuters to make a donation or leave a legacy to the association.
"We're hoping that the posters will raise awareness of the modern face of scouting," said Gilbert.
The association also hopes that the campaign will raise the profile of scouting among employers, thereby encouraging more young people to see becoming a scout as a valuable career asset.