Direct Line Blog

Boy Scouts look to boost Hispanic membership

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Even the Boy Scouts, an all-American symbol of white, middle-class boyhood, is finally seeing the benefit of marketing to Hispanics -- which make up 15% of today's U.S. population and is growing by leaps and bounds every year. According to the Los Angeles Times, the organization has launched a marketing campaign targeting Hispanics through public service announcements, online marketing (including social networking messages) and Spanish-language materials.
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