Posts Tagged "press release"
Girl Scouts of the USA and Dove®, the leading personal care brand, partner to deliver Girl Scout leadership and self-esteem programming to millions of girls nationwide and abroad with the release of the latest Girl Scout leadership journey It’s Your Story—Tell It! It’s Your Story—Tell It! uses a storytelling theme in a fun and relevant way for girls to better understand themselves and their potential. “Through girls hearing stories, sharing their stories, trying out new roles and creating their own stories, they gain confidence and see that they can make a difference in their own lives and the lives of others” says Andrea Bastiani Archibald, Ph.D. Developmental Psychologist at Girl Scouts of the USA. Building a strong sense of self is an underlying goal of the series, which was made possible in part by a generous grant from Dove.
The collection of six age appropriate publications or “leadership journeys” have been developed for girls grades K-12 and is accompanied by corresponding adult guides. These resources center on a different theme at each Girl Scout grade-level and encourage girls to take the lead in planning their leadership activities and projects.
The Journeys are central to the Girl Scout Leadership Experience. Each level of the Girl Scout Leadership Experience takes girls on a journey – a voyage to someplace new, with adventures and discoveries along the way. These adventures strengthen a girl’s ability to discover herself and her values, connect with others locally and globally and take action to make the world a better place.
“Girl Scouts of the USA believes that girls develop confidence and self-esteem through taking action,” said Kathy Cloninger, CEO, Girl Scouts of the USA. “With this new journey, we saw an excellent opportunity to equip girls with the tools necessary in developing courage, confidence and character – three keys to leadership.”
Moreover, increased self-esteem is a natural outcome of It’s Your Story—Tell It! because, through storytelling and creative expression, girls gain a better understanding of themselves, learn how to reach their full potential and develop the confidence to become leaders in their own lives and in the world.
“The Dove® brand is proud to support the efforts of Girl Scouts of the USA on this creative and powerful programming, which will help girls to reach their full potential,” said Rob Candelino, Marketing Director, Dove® U.S., Unilever. “The purpose of the It’s Your Story – Tell It! leadership journey is aligned with the Dove® Movement for Self-Esteem, which invites all women to join us in creating a world where beauty is a source of confidence, not anxiety.”
The Girl Scouts’ partnership with Dove® began in 2002, with the creation of “uniquely ME!”, a program designed to foster self-confidence among girls. Dove® continues its support of the Girl Scouts through the It’s Your Story – Tell It! leadership journey series. The Girl Scouts of the USA official online shop offers a full assortment of uniforms, program materials, awards, patches and accessories! Each purchase helps support Girl Scouts across the country and around the world. For more information, please visit www.girlscoutshop.comRead More
Nationwide Survey Finds a Disconnect Between How Teenage Girls Portray Themselves Online and in Person
The increased exposure to social media puts teenage girls in a confusing situation where a girl’s image is not always what it seems, as nearly 74% of girls believe other girls their age use social networking sites to make themselves “cooler than they really are,” according to a national survey released by Girl Scouts of the USA.
The nationwide survey, which included more than 1,000 girls ages 14 through 17, finds that girls downplay several positive characteristics of themselves online, most prominently their intelligence, kindness, and efforts to be a positive influence. In person, girls say they come across as smart (82%), kind (76%), and a good influence (59%), whereas online, girls consider themselves fun (54%), funny (52%), and social (48%). Girls with low self-esteem are more likely to admit their social networking image doesn’t match their in-person image (33% vs. 18% of girls with high self- esteem) and are also more likely to claim that the image they portray online is sexy (22% vs. 14%) and crazy (35% vs. 28%).
“Adults and teens alike need greater understanding about the ways girls represent themselves and communicate on social networking sites,” said Kimberlee Salmond, senior researcher at the Girl Scout Research Institute. “If girls are portraying themselves differently online than they are in person, this can impact their identity, sense of self, and relationships.”
The Girl Scout survey also sheds light on the fact that a majority of girls understand their emotional safety and reputations are at risk online, yet 50% admit to not always being as careful as they should be online. Sixty-eight percent of girls have had a negative experience on a social networking site, such as having someone gossip about them or being bullied. Furthermore, many girls are concerned that they won’t get into their college of choice (42%), will miss a job opportunity (40%), and will get into trouble with parents and teachers (40%).
In contrast, the vast majority of girls prefer face-to-face communication. Ninety-two percent would give up all of their social networking friends if it meant keeping their best friend. The study also finds that social networking provides an avenue for girls to maintain better relationships and feel more connected to causes they care about. Fifty-six percent of girls agree that social networking helps them feel closer to their friends, and 36% think that social networks have increased the quality of their relationships. Fifty-two percent of girls have gotten involved in a cause they care about through a social network.
Girl Scouts of the USA
Josh Ackley 212.852.8038
GSUSA National President Connie L. Lindsey participated last week in Vision 2020’s national conference, An American Conversation About Women and Leadership. The conference, held October 21–22 at the National Constitution Center in Philadelphia, was comprised of nationwide representatives and various experts who discussed, debated, and developed an agenda to accelerate women’s leadership and equality in the decade to come.
During a panel discussion entitled “Philanthropy, Faith & Volunteerism,” an audience member asked, “How do you address the growing concern of women who are ‘burning out’ because of their service on boards?” to which Connie responded, “When I joined Girl Scouts’ National Board five years ago, the first question I asked was what is the ask?” She continued, “The size of your love for any organization should be matched with an impactful contribution to that organization. … It’s also important to have the courage, capacity, and the cash when thinking about which board you commit yourself to serve on.”
A gifted orator, Connie responded to a question about how one remains grounded as she/he moves up the ladder of success by asking audience members to raise their hands if they’d ever been a Girl Scout. (Dozens of hands rose.) Connie then smiled and said, “As you can see, one must have a clear foundation and a clear understanding of who one is. … We don’t all have to strive to be CEOs, and we must understand that our self-worth is not based on our net-worth.”
Along with Connie, who represented her hometown in Illinois, two Girl Scout National Girl Consultants, Morgan (2009 National Young Woman of Distinction honoree) and Natalia (2008 National Young Woman of Distinction honoree), participated in the event as national delegates, representing Georgia and Wisconsin, respectively. Connie, Morgan, and Natalia were selected from more than a thousand people who registered to nominate or become Vision 2020 national delegates. The search for delegates focused on finding women who have demonstrated a commitment to helping women and girls. These delegates were willing to mobilize resources to bring about positive change and implement elements of the decade-long Vision 2020 agenda, signing on for a minimum three-year term following the conference.
View the archived Webcast of Vision 2020’s: An American Conversation About Women and Leadership.
Girl Scouts of the USA
Shonda Prince, 212-852-8534
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 only 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.
This is the second year for the R.E.A.L. Girl contest. Last year’s winner, Hosanna Kabakoro from Idaho, was featured on the April/May 2010 cover and in a six-page Justine fashion spread. Also a 2009 Girl Scout National Young Woman of Distinction, Kabakoro founded 2-Way Street to Empower, aimed at enabling and encouraging refugee and at-risk immigrant youth to develop a sense of community identity in the United States. The 2011 contest will open for entries at www.justinemagazine.com and justinespark.com on September 15, 2010, with the entry deadline in January, 2011.
“As the publisher of Justine (and a former Girl Scout), I am thrilled to once again partner with the Girl Scouts of the USA in our R.E.A.L. Girl contest. These remarkable, energetic, aspirational leaders who give back to their communities through the Girl Scout program are to be commended and celebrated…and what better way than to make on a cover girl!” – Jana Kerr Pettey, Publisher and Editorial Director of Justine Magazine.
The launch event will take place on Wednesday, September 1 at 2:00 p.m. EST at the Girl Scout Headquarters at 420 Fifth Avenue, New York, N.Y. and will be attended by Girl Scouts from the greater New York City area.
This fun teen event will showcase a teen fashion show featuring Girl Scouts as models; a teen issues author panel including young-adult authors Alyssa Sheinmel and Sarah Mlynowski, Dr. Robyn Silverman and Jacqueline Wales; and a special guest appearance by 18-year-old rising country artist Katie Armiger (also a former Girl Scout).
The guests will be treated to goody bags filled with merchandise from such companies as Celebrity Pink Jeans, Kmart, Scholastic Books, ABC Family, Zapzyt, Vivendi Entertainment, Random House Books and The Academy NYC –A Paul Mitchell Partner School, among others.
About Justine Magazine
Justine, the national lifestyle magazine for teen girls, is filled with fun, positive and empowering content including affordable fashion and beauty, skills to make your high school life and path to college a breeze, role-model-worthy celebs, the Spark book club just for teens and stories about teen girls like you who are changing the world! www.justinemagazine.com & www.justinespark.com
Girl Scouts of the USA (GSUSA), one of the most well known and well loved organizations in the nation, is revitalizing and reenergizing its brand to reach a new generation of girls.
After extensive research and development, Girl Scouts debuted today a long-term, multichannel brand campaign that is designed to reacquaint the country with the iconic organization and communicate the power girls have to change the world through Girl Scouting. The campaign is also keyed to boosting the number of girls and adult volunteers who participate in Girl Scouting annually after a period of declining membership.
“A revitalized and energized brand is absolutely essential for us and our future growth,” said Kathy Cloninger, Chief Executive Officer of GSUSA. “About one out of every 10 girls participates in Girl Scouting and that’s a tremendous number when you think about it. But that also means that we have a great opportunity to grow even after almost 100 years. We have literally revamped our entire organization to appeal to that 90 percent of girls who aren’t benefiting from the Girl Scout leadership experience. And with our new brand work, we think we have the right message at the right time.”
The branding, in the works as part of the organization’s comprehensive transformation that began in 2004, is composed of a striking new visual identity, which includes a distinctive trefoil mark, revised color palette, and refreshed logo that was originally created in the 1970s by the legendary designer Saul Bass. In addition, the initiative also includes plans for a 360 degree marketing program that taps the online, place-based and traditional media.
As part of the new campaign, Girl Scouts also has developed Spanish-language advertising to target the Hispanic market, one of the few girl populations in the country that is growing. GSUSA already has secured more than $10 million in donated exposure in Spanish-language media ranging from Telemundo to People en Español. In its general market campaign, Girl Scouts is working to secure $30 million in pro bono placements from national online and in-mall and airport outlets, as well as traditional broadcast and print media.
“What we’re doing with this initiative is repositioning Girl Scouts with a message that is relevant to girls and the lives they lead today,” said Laurel Richie, Chief Marketing Officer and Senior Vice President at GSUSA. “To some degree, our brand had faded and our research revealed that while many girls and parents knew about us, they had a very limited view of us. While we are proud of our $700 million cookie business run by girls, we offer so much more than that, and this new work is designed to let people know about all the new and exciting things girls do every day as Girl Scouts.
“Our brand promise is that Girl Scouts gives every girl access to life-changing experiences that inspire her to do something big. That’s a promise we keep every day, and you don’t have to look much further than our National Young Women of Distinction and Gold Award earners to see evidence of that.”
Girl Scouts has already implemented major changes in recent years as part of its Core Business Strategy, which was developed under Cloninger’s leadership to turn around the organization amid changing demographics and a gradual decline in membership. In just the past few years, the organization has realigned its federated system of 312 councils to 112. Those councils now operate with bigger budgets and are able to draw on economies of scale. And in 2008, the organization rolled out the Girl Scout Leadership Experience, a program that every Girl Scout will engage in from the youngest Girl Scout Daisy to the eldest Girl Scout Ambassador.
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.
Richie said that Girl Scouting is launching its rebranding from a position of strength because it can draw 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, Richie said, for a major effort to gain exposure during the organization’s national centennial celebration in 2012.
Girl Scouts of the USA
Josh Ackley 212.852.8038