Girl Scouts in a Multi-Cultural USA

Background:

The Girl Scouts of USA is the country's premier leadership organization for girls. It is dedicated to building strength and character and developing skills that will be needed throughout life. The Girl Scouts offer a diverse number of activities, classes, and programs geared toward highlighting achievement and effort.

Issue:

The Girl Scout organization, based in Georgia, wanted to create a "mobile unit" capable of bringing Girl Scouting to Hispanic girls and their families throughout the Northwest part of the state. They needed the "unit" to exemplify the Girl Scout message and encourage Hispanic girls to join this very inclusive organization.

Goal:

The marketing challenge was to reach the girls in this multimedia / multicultural society while still staying cost effective. The Adnormous solution was to use vehicle advertising. We wanted to create a vehicle capable of multitasking: reaching the girls and spreading the message.

The Result:

Even in its earliest stages, the vehicle is creating a buzz. "We have had many positive responses from community members who have seen it," said a Girl Scouts spokeswoman. She elaborated, "The Girl Scout organization went on to say, “The vehicle is not only reaching the target audience but also creating awareness and has sparked several upcoming events. We, at the council, thank you and value our relationship with you."