Girl Scouts of the USA, which celebrated its centennial in 2012, has more than 2 million youth members nationwide. While roughly 50 percent of American women are Girl Scouts alumni, the number of new members and troop leaders has been declining over the past few years. With a goal of increasing the number of both youth members and adult troop leaders, the organization tapped Interbrand New York to create a campaign that would drive participation and engagement across America’s increasingly diverse demographics.
To motivate and inspire girls and adults to join, the hero line, “I can’t wait to,” was developed to spark curiosity and anticipation. Setting the tone of the campaign, the hero line is supported by copy that is simple and playful – underscoring the ease and accessibility of becoming a Girl Scouts member and the fun girls and adults have when they join.
Leveraging Girl Scouts’ 101-year history, Interbrand reimagined the brand’s iconic Girl Scout Trefoil symbol. Using it as the starting point, Interbrand incorporated layers of images, colors, and illustrations to create the Kaleidoscope Girl Scout Trefoil – a dynamic storytelling device that serves as a metaphor for the ever-changing experiences girls can have with their troops. Accompanied by a vibrant color palette and bold, bright typography, each kaleidoscope trefoil includes photography of real Girl Scouts and/or volunteers exploring and connecting with each other through various activities.
Instead of implementing traditional advertisements on television, in newspapers and on billboards, the “I can’t wait to” campaign is unfolding in neighborhood initiatives and via social media channels as local Girl Scout councils directly target elementary-school girls and potential adult volunteers. For more information, please visit www.girlscouts.org.