Girl Scouts of the USA 100th Anniversary Celebration
Goal: In 2012, Girl Scouts of the USA celebrated its 100 anniversary. Since its inception, Girl Scouts of the USA has evolved from selling cookies or helping girls secure badges in sewing and first aid to becoming an advocate to help girls pursue dreams in S.T.E.M.
As part of the centennial celebrations, Girl Scouts of the USA implemented a national advocacy campaign -- To Get Her There -- to build girls of courage, confidence and character and to position the non-profit as a leading advocate for all girls.
Our Approach: As part of its 100th anniversary celebrations, our team developed a new slogan and tagline -- To Get Her There -- to raise awareness for Girl Scouts of the USA new advocacy initiative for all girls.
Our efforts focused on a national media campaign with interviews with Girl Scouts of the USA’s chief executive, as well as powerful women in media who happened to be former girl scouts to generate brand and consumer awareness for the new advocacy campaign, S.T.E.M. programs and the innovative developments by girls.
Results: Our efforts resulted in 800 million in earned media impressions including ABC’s “Good Morning America,” CBS “This Morning,” CNN, Ellen, New York Times, Oprah magazine, Parents, Today Show, 20/20.
Goal: In 2012, Girl Scouts of the USA celebrated its 100 anniversary. Since its inception, Girl Scouts of the USA has evolved from selling cookies or helping girls secure badges in sewing and first aid to becoming an advocate to help girls pursue dreams in S.T.E.M.
As part of the centennial celebrations, Girl Scouts of the USA implemented a national advocacy campaign -- To Get Her There -- to build girls of courage, confidence and character and to position the non-profit as a leading advocate for all girls.
Our Approach: As part of its 100th anniversary celebrations, our team developed a new slogan and tagline -- To Get Her There -- to raise awareness for Girl Scouts of the USA new advocacy initiative for all girls.
Our efforts focused on a national media campaign with interviews with Girl Scouts of the USA’s chief executive, as well as powerful women in media who happened to be former girl scouts to generate brand and consumer awareness for the new advocacy campaign, S.T.E.M. programs and the innovative developments by girls.
Results: Our efforts resulted in 800 million in earned media impressions including ABC’s “Good Morning America,” CBS “This Morning,” CNN, Ellen, New York Times, Oprah magazine, Parents, Today Show, 20/20.