What She’ll Become Starts Here

Girl Scouts of Western Washington has long been a place where girls explore, lead, and grow. But in a crowded landscape of after-school options, the deeper impact of Girl Scouts can be easy to miss. This recruitment campaign reframes Girl Scouts not as a list of activities, but as a launchpad for identity, confidence, and life readiness. The outcome is a bold and emotionally resonant campaign that invites caregivers and volunteers to imagine who a girl becomes because of Girl Scouts.

Industry

Nonprofit / Youth Development / Education

Challenge

Reframing Girl Scouts as a place of transformation, not just participation

Solution

Campaign Strategy, Messaging Framework, Visual & Creative Assets

Objectives

We aligned with the Girl Scouts of Western Washington team to define clear goals for the 2025–26 recruitment campaign:

Drive new girl member recruitment across key audiences, especially caregivers of girls K–5
Increase volunteer signups with an emphasis on inclusive and representative participation
Shift perception from “after-school activity” to long-term personal development
Create a flexible campaign system that can scale across a multi-year recruitment window

Strategic Insight

The core insight behind the campaign is simple and powerful: joining Girl Scouts isn’t just about what a girl will do. It’s about who she gets to become. This insight became the foundation for a campaign that speaks to caregivers’ hopes for their daughters and volunteers’ desire to make a meaningful impact.

Campaign Platform

What She’ll Become Starts Here positions Girl Scouts as the starting point for courage, confidence, leadership, and belonging. The platform invites caregivers and volunteers to imagine a girl’s future not in terms of achievements, but in terms of identity. Girl Scouts becomes the place where those qualities are nurtured early and intentionally.

Messaging System Designed for Multiple Audiences

We developed a unified messaging framework anchored by a strong campaign anthem, with tailored language for key personas including Trailblazer families and Girl Scout Glamping families. Messaging flexes to speak directly to caregivers, volunteers, and Black and Latinx communities, with Spanish-language lines created for key segments to ensure accessibility and inclusion without dilution of voice.

Visual & Creative System Built to Scale

The visual system was designed to feel bold, optimistic, and future-focused. Social graphics, digital and print placements, email banners, and light swag work together as a cohesive system that highlights possibility over activity. Each asset reinforces the central idea that Girl Scouts is not just something girls join — it’s something that shapes who they become.