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.