Girl Scouts of the USA
BUILDING LIFE LESSONS
for GIRLS
Everybody knows how tasty Girl Scout cookies are, but not everybody knows the important skills and learning a girl gains through running a cookie business.
Tasked with expanding the public’s understanding of what cookie sales teach a girl—and how big a role the cookie buyer plays in the experience—I served as the Lead Copywriter on the team that developed a multi-front strategy to showcase the benefits cookie sales provide girls. Through TV, social media, a new website, and radio and print PSAs, I crafted a poignant, playful campaign that focused on the five skills—goal setting, decision making, money management, people skills, and business ethics—that girls learn through the cookie program.
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