Girl Scouts of the USA celebrates every girl’s inner G.I.R.L. (Go-getter, Innovator, Risk-taker, Leader)™ in their new brand platform, “I’m Prepared.” The organization has unveiled a PSA and anthem to bring attention to their unique programming to practice leadership. The new campaign enables girls from kindergarten through high school to become leaders through the skills they acquire as a Girl Scout.
They have also released a study by A Girl Scout Research Institute (GSRI) that shows 81 percent of voters believe preparing girls for leadership roles should be a national priority. Nevertheless, fewer than eight cents of every dollar granted by U.S. foundations go toward addressing girls’ needs and issues.
To find out why others should support this effort, DIVERGE spoke to Lynn Godfrey, chief marketing and communications officer, Girl Scouts of the USA:
Where did the idea for this PSA come from?
At Girl Scouts of the USA, we have been working on a new brand platform that celebrates every girl’s inner G.I.R.L. (Go-getter, Innovator, Risk-taker, Leader)™. We wanted to bring this idea to life and showcase what Girl Scouts is to the world! The PSA is a visual representation of how Girl Scouts prepares every G.I.R.L. to practice leadership like a Girl Scout, and a call for girls to embrace their leadership potential and empower themselves through Girl Scouts. Many parents and caregivers want their children to learn skills such as risk-taking, grit, and innovation, and they are also concerned that there is a lack of leadership today. The PSA showcases how participating in Girl Scouts equips girls with the tools to fill that pipeline of leadership.
Why is it important for girls to defy stereotypes and break barriers?
At Girl Scouts, we believe that leadership should not be narrowly defined, and that there is no one way to lead “like a girl.” From the skateboarder to the welder in our PSA, there are many ways to take the lead. Girl Scouts are doing amazing things in their communities and in the world – and we celebrate the diversity of our members and their innovative projects and ideas which truly make the world a better place for everyone.
Can you discuss the Girl Scout Research results?
Earlier this year, The Girl Scout Research Institute launched a national survey to understand how American voters view and prioritize girls’ education and healthy development. The results show that voters care deeply about issues pertaining to girls in the U.S. and support building girls’ financial literacy, STEM, and business skills, as well as fostering healthy relationships and confidence among girls. Notably, 81 percent of voters believe preparing girls for leadership roles should be a national priority. As the preeminent leadership development organization for girls, Girl Scouts uniquely prepares girls to practice leadership at every age, fosters healthy development, and encourages girls to cultivate skills within STEM, financial literacy, the outdoors, and more.
Who did you work with to develop and promote these PSA? Was it an agency or an internal effort?
We worked with the creative minds at VaynerMedia to develop the PSA. For the song that is spotlighted in the PSA, “Watch Me Shine,” we worked with Warner/Chappell, the global music publishing arm of Warner Music Group, and two WCM/Liz Rose Music songwriters (and Girl Scout alumnae) – the Grammy Award-winning Liz Rose, and Emily Shackelton – along with Girl Scouts singing backup vocals.
How important is diversity to the Girl Scouts?
Diversity is incredibly important to us! Since inception in 1912, Girl Scouts of the USA has valued diversity and inclusivity. We welcome and celebrate our members from all races, religions, ethnicities, sexual orientations, socioeconomic statuses, national origins, or physical or developmental disabilities. And, in 1956 Martin Luther King Jr. even described the Girl Scouts as “a force for desegregation.” Our PSA includes girls of diverse backgrounds, but they all have something in common: they lead with empathy, take risks, try new things, and never give up – they lead like a Girl Scout.
Any additional videos coming up?
No confirmed dates at the moment.
What sort of response have you gotten from the videos you have shared?
The positive response has been overwhelming, from both our membership and the public. People recognize the PSA represents what Girl Scouts is all about – leadership, innovation, risk-taking and more! The PSA is opening people’s eyes that Girl Scouts is more than just cookies, camping, and crafts, but an organization helping girls to cultivate skills, both technically and emotionally, to help them build a future in the 21stcentury.
To volunteer, reconnect, donate, or join, visit www.girlscouts.org.
