Role: Messaging Toolkit Development • Social Strategy • Partner Coordination • Community Reporting

THE CHALLENGE

Climate change can feel overwhelming — especially for young people. Our challenge was to make Earth Day feel personal, actionable, and shareable for girls across the country. We needed to inspire real-world impact while positioning Girl Scouts as both environmental stewards and modern digital leaders.

THE STRATEGY

Developed a social messaging toolkit to empower girls, volunteers, and partners to join the Earth Day conversation online

Sourced and spotlighted real Girl Scout activists (Shelby, Rachel, and Zoe) to lead the storytelling across blogs, Instagram Stories, and feed posts

Partnered with The North Face to launch a national petition to make Earth Day a recognized U.S. holiday

Created an engagement funnel through calls to action like badge-earning, sustainable swaps, and activism prompts

Coordinated partner content and tracked performance across owned and earned media

THE RESULTS

Over 1M organic impressions across social platforms

155K+ petition signatures in the first 3 days

194M+ total petition signatures reached

Earned coverage in CBS News, MSN, Fast Company, and more

Dozens of Girl Scout councils and UGC posts helped amplify the movement

WHY IT MATTERED

This campaign proved that with the right mix of authentic youth voices, meaningful partnerships, and scalable social storytelling, Girl Scouts could mobilize a national audience for environmental change — and make girls feel powerful doing it.