CASE STUDY: Girl Scouts

CASE STUDY: Girl Scouts

Brand Purpose Development

Girl Scouts needed to make their venerable 100-year-old organization relevant and engaging to the newest generation of families. These families could recite lots of practical reasons that Girl Scouts were out of step with their modern lives, but we discovered that the organization embodied a Passion Point™ at the top of millennial moms’ child-rearing priorities: teaching girls to take safe risks. Girl Scouts’ new “Find Your Fearless” program is attracting young girls and their moms to the organization in record numbers.