girl scouts
The Founder of Girl Scouts once said, “The Work of Today Is The History of Tomorrow, and We are its Makers”. They are so much more than just cookies and badges. Girl Scouts are popularly known for selling delicious cookies while the Boy Scouts are known for producing leaders. Girl Scouts are so much more than cute little girls with pigtails that sell delicious cookies.
overview
WHAT I DID
Following the strategy, I created the design and layout of several print and billboard ads.
girl scouts
the ask
Our assignment was to produce a campaign that helped bridge the perception gap between the Girl Scouts’ goals and achievements and the public’s perception of them.
Go-getter, Type-A women who are out working. They don't have a lot of time to be with their daughter so they're very judicious with their time and the activities that their daughter is involved with. They want to show their daughters how big the world is and how they fit in. Because of their busy schedule they don't have a lot of personal time with these daughters to develop these skills with them at home. They recognize the value of their daughters being able to fulfill their potential like they have.
the target
"I want my daughter to be strong, and to know that there are no limits to her possibilities, but I don't have enough time and resources to do that on my own."
human truth
Girl Scouts is a place for young go-getters, innovators, and risk-takers to prepare themselves to be the leaders of tomorrow
For moms who want to raise strong daughters, Girl Scouts is the place where no one says they can't, and gives them the confidence to say yes.. they can.
the strategy
brand truth
the promise
Girl Scouts is a place where no one says you can't, we help girls have the confidence to know they can.
Many Girl Scouts have gone on to great success in the arts, business, and politics. Famous names include Celine Dion, Hillary Clinton, female NASA astronauts, etc. Currently, the Girl Scouts program is built around cultivating the G.I.R.L. (Go-getter, Innovator, Risk-taker, Leader) traits in every scout, and research has indicated that the Girl Scouts are accomplishing their objectives. Girls who participate in Girl Scouts experience increase levels of self-confidence, increased interest in STEM, increased leadership abilities, and a number of other positive benefits.
the support
the tone
BOLD
INSPIRING
DEFIANT
the idea
ONE THING IN COMMON
THE WORK
account managers: Lindy Lemperle, Jackson McNutt, and Ben Johns
art director: Megan Stonely
copywriter: Lauren Finlinson
content creator: Emily Jones