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.