Girl Scouts of America - “Do It Anyway”

The challenge: early in 2019, the Boy Scouts of America announced that they would be rebranding as Scouts BSA and allowing girls to join. So, how can Girl Scouts pivot and continue to stand out as the best choice for girls? By sending a clear message that for every thing society says girls and women shouldn’t do, Girl Scouts will say otherwise.

CW: Maggie Williams | AD: Kim Quam

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Digital Stunt

On International Women’s Day, the Cookie Finder app becomes the Glass Ceiling Locator, highlighting the barriers yet unbroken by women in power, and encouraging young girls to keep striving, until there are no more firsts.

Radio :60

Transcript: She was just a girl. She was a funny girl, but she could never be a funny woman, they said, because women aren’t funny. She joined Juliette Gordon Low’s newfound organization, the Girl Scouts, where girls would learn self-reliance. She performed original skits with her troop, and she nurtured her comedic chops. She went to drama school, where they said she’d never make it. So she became a movie star, then a Broadway star, then a radio star, then she became the most recognizable person on television for a decade, because she wasn’t just a girl. She was Lucille Ball, winner of 4 Emmys, first woman to run a major television studio, and Girl Scouts was just the beginning. Find your own path at girlscouts.org. Girl Scouts of America. Do it anyway.