My Responsibilities: Social Messaging Toolkit Development. Blog Copy Development. Social Media Management and Reporting. Partner Collaboration Management.

CHALLENGE

From the headlines in the newspapers to teen activists on social media, the dialog about global warming, pollution, and other critical issues we’re facing can be overwhelming and confusing, especially for young adults. How can we inspire Girl Scouts to take action on Earth Day (April 22) and get others in their circles (family and friends on social) to do their part and get involved as well?

SOLUTION

Girl Scouts are change agents, doers, and leaders, who are passionate about the outdoors. Showing girls that there are simple things they can do to have a positive impact on the planet is key. To do that, we found Girl Scout activists who are making a difference in their communities. We partnered with Shelby, Rachel, and Zoe to create Instagram stories, blogs, and posts across all social platforms. The goal? Inspire other girls to take action: earn a badge, switch to metal straws, or reduce plastic waste. Additionally, Girl Scouts partnered with The North Face to spread the message about a petition to make Earth Day a national holiday. Our content generated over 1M organic impressions, and there were over 155,000 petitions signed within 3 days. A total of 194M petitions were signed. We also saw dozens of stories mention the petition, including CBS News, MSN, and Fast Company to name a few.