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Building Strong Girls


Posted on April 21st, by Eric Lucas in Advertising, Innovation, New Products, Strategy. No Comments

Building Strong Girls

When the Girl Scouts of America needed a BIG idea for a national campaign to celebrate the 100 year anniversary. The idea had to capture a century of the organization’s essence – equipping girls with life skills so they could thrive in the world and reach their greatest potential.


The platform had to be emotive, strong and broad shouldered enough to support a bold national promotional campaign, several national sponsors, and supporters – including the first lady.

In three words, Building Strong Girls(TM) quickly and powerfully communicates everything the Girl Scouts have done, stand for, and will do for the next 100 years.





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