Girl Scouts was looking for a partner to produce their new PSA. Their goals were threefold: to provide a better understanding of how Girl Scouts helps girls; to increase girls’ intent to join; and to shift the perception surrounding Girl Scouts from traditional organization to a modern force to be reckoned with. They needed a PSA that demanded attention and would stop girls mid-scroll.
Our creative and media teams collaborated on a strategy that would not only appeal to would-be Girl Scouts, but put them front and center. We created social-first cuts featuring real Girl Scouts with real stories from a diverse array of backgrounds, and optimized each cut by platform across Instagram, Instagram Stories, Facebook, YouTube, Hulu, Snapchat, Spotify, and more.
The PSA won 2 Shorty Awards in 2019