Freemasonry is achieving this pretty well. I can count the number of movies that make a reference to freemasonry on my fingers with a single hand.

In fact I am surprised it was not mentioned in any of the comments or the article.

I would not classify Freemasonry as a secret society. Freemasonry wants new members and while recruiting is (supposed to be) a big no-no, being visible (preferably while bettering your community) is encouraged.

The appearance of symbols in movies and other media are somewhat like rickrolling or "masons were here" tagging, intended for other masons. An allusion to the "We Are Everywhere" motto which is intended well, but ends up sounding ominous to outsiders.

There are appendant bodies within Freemasonry that certainly are secret societies. Even secret from most Masons. Some Googleable (eg. J-----rs), some not. I can answer more specific questions here, if desired.

They have their own legends, symbols, and modes of recognition. Some of these are as small as a few people, and some are worldwide.

Source: Am one.

Edit: I should mention that this is all from my perspective in the US. European Freemasonry works substantially differently and I'm not familiar with perceptions and processes there. Thanks cm2187

Things might be more transparent in the US, but in Europe, freemasonry:

- only recruits by co-option

- membership and activities are secret

- medias pretty much observe a remarkable silence / lack of curiosity on their activities

Now I am not sure what are the exact criteria to call an organisation secret but it ticks the box to me.

Maybe he should have gone for the religious angle and tried to get non-profit status.