New User Recruitment

Girl Scouts

Find your FEARLESS.


Recruit a new generation of Girl Scouts in a world moving rapidly away from gender-based afterschool activities.

Passion Points Leading Indicator

A three-year increase in the relevance of “Safe Risk Taking” as a Passion Point among parents of girls signaled a fear that a childhood spent playing inside the lines can lead to an adulthood of unsatisfying conformity.


“Find Your Fearless,” an integrated recruitment strategy and Girl Scout program renovation blueprint, reframed traditional Girl Scout activities as a way for girls to push girls safely beyond their comfort zones, to take safe risks, and to play outside of the gender-prescribed lines, no matter how scary this may be. New member recruitment rates rose by +25%.

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