Client: Girl Scouts of Oregon & SW Washington
Role: Art Director, Graphic Designer, Digital Marketing specialist
Platforms: Print, Web, Social, out-of-home
Background: Girl Scouting inspires millions of girls and women—including more than 23,000 active members in Oregon and Southwest Washington. The Girl Scout mission is to build girls of courage, confidence, and character, who make the world a better place. Every opportunity in Girl Scouting develops these essential skills in an all-girl, inclusive, safe environment. Girl Scouting is powered by the Girl Scout Cookie Program with brings in over 8 million dollars locally each year. With the great success of the cookie program, some of Girl Scouts' other programs or positive outcomes are overshadowed.
Execution: The heart of Girl Scouts are their volunteers. All Girl Scout programming would not be possible without them. As parents and caregivers become busier and work more, less and less take the time to volunteer as Girl Scout Troop Leaders. To encourage more people to volunteer as troop leader, we developed a campaign that highlights real volunteers in Oregon and SW Washington, and show the type of impact they can have on girls in their communities. We worked closely with the videography company to direct the narrative and visuals, and to ensure we were being mindful of showing the diversity of the volunteers in our area. The campaign was deployed on social media in organic posts and paid meta ads, as well as being pushed as a TV PSA. An organic post highlighting Mike from the video, a Girl Scout Troop Leader and a grandpa, went viral, reaching 189,273 people through 295 shares.
Other graphics shown were part of other campaigns, including the Girl Scout Cookie Program, Girl Scout travel, and Girl Scout STEM Month.