Girl Scouts Unveils New Brand Initiatives

Sep 20, 2010 Posted in Newsroom, Press Releases

What Did You Do Today? “It’s a question all Girl Scouts can answer with pride and purpose,” states Girl Scouts Western Pennsylvania (GSWPA) CEO, Patricia A. Burkart, “As well as a brand idea that is being used in a new branding campaign by Girl Scouts across the country.”

Girl Scouts is launching its rebranding by drawing upon strong name recognition and a long legacy of leadership development. With this new campaign and the projected growth in overall girl population in the United States, Girls Scouts expects to see its membership begin to increase over the next few years. The campaign will also pave the way for a major effort to gain exposure during the organization’s national centennial celebration in 2012.

"Our brand promise is that Girl Scouts gives every girl access to life-changing experiences that inspire her to do something big,” Burkart adds. “That's a promise we keep every day, and you don't have to look much further than some of the new initiatives were planning for our girls this year.”

For local Girl Scouts in grades K-12, Girl Scouting will provide new experiences such as:

  • "It's Your Story—Tell It!" – a fun and grade-level relevant program for girls to better understand themselves and their potential. Building a strong sense of self is an underlying goal of the series, with an emphasis on media literacy and creative expression.
  • Justine Magazine, in conjunction with Girl Scouts of the USA, is launching its 2011 R.E.A.L (Remarkable. Energetic. Aspirational. Leader.) Girl contest. The R.E.A.L. Girl contest, which is open to current Girl Scout members ages 13 to 19, will conclude in April 2011 with the winner appearing on the front cover of Justine Magazine.
  • Council outdoor program teams are providing girls with experience in design and project management while making recommendations for camp programs and properties this year.
  • Girls 14 and older will have the opportunity to apply to be a Girl Scouts of the USA national council session delegate and prepare for the 52nd national convention in Houston in 2011 that will help launch Girl Scouting into the next century.
  • GSWPA will provide workshops and events for girls in grades 4-12 interested in earning the Girl Scout Bronze, Silver and Gold Awards. Last year, 149 Gold Awardees completed the highest honor in Girl Scouting.
  • Girl Scouts will engage in a nationwide, annual signature community action project—Forever Green—that focuses on having a significant impact upon the environment and future of the planet.
  • Partnering with Carnegie Mellon University’s Robotics Institute, girls throughout the region will have the opportunity to participate in the hundreds of Girl Scout robotic leagues across the county.

The Girl Scout Leadership Experience also features a series of 15 outcomes or benefits that, for the first time in the organization’s history, will allow Girl Scouts to gauge how well its program is working in terms of developing key leadership skills in girls. For more information, visit or call 800-248-3355.

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