G.I.R.L. Agenda
After G.I.R.L. 2017, Girl Scouts of the USA announced G.I.R.L. Agenda, a nonpartisan initiative to inspire, prepare, and mobilize girls and those who care about them to lead positive change through civic action.
Girl Scouts have been civically engaged since the very beginning. In fact, 58% of the women elected to the 116th Congress were Girl Scouts and 100% of the female Secretary of States were Girl Scouts.
To inspire the next generation of female leaders, we created tools and resources for all girls to learn to use their voices and stand for what they believe in. And all of these resources aligned with our current programming—including our civic engagement badges.
G.I.R.L. Agenda was built to be an ongoing campaign, however, the announcement strategy was split into four phases:
1) Announce to the Movement at the G.I.R.L. 2017 Convention along with the release of the Daisy Good Neighbor badge, the first civic engagement badge for Daisies (K-1).
2) Release G.I.R.L. Agenda tools and resources to the public through a PR exclusive with Mashable.
3) Utilize celebrity influencers to help spread our message and drive traffic to G.I.R.L. Agenda digital platforms. Influencers included Bryce Dallas Howard, Lake Bell, Quvenzhane' Wallis, Gillian Anderson, Chelsea Clinton, and many more.
4) Develop a hashtag UGC campaign with #GIRLagenda so Girl Scouts can share how they’re creating positive change in their communities.
Platforms: GSUSA Facebook, Twitter, and Instagram
Audience: Girl Scout members, press, and girl advocates.
Results: G.I.R.L. Agenda is an ongoing campaign and has been included in many other program initiatives - including our Highest Awards, Girl Scout merchandise, and more. However, the announcement garnered over 2M impressions.
My Responsibilities
Community management: finding and sharing stories that aligned with campaign goals.
Aligned with PR partners on strategy and execution.
Engaged with social influencers.
Monitored day-to-day social.
Approved UGC submissions.