Bring It: The Girl Scouts Are Not Worried About the Boy Scouts
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The Boy Scouts, the 117-year-old exclusively male club, is now admitting girls. And the Girl Scouts are saying: Bring it. Though the New York-based organization has seen membership decline in recent years, it’s still pushing a message of female empowerment at a time it says girls need it most.
“We’re seeing this as potentially a truth-in-advertising issue,” says Stewart Goodbody, senior external communications director of the Girl Scouts, noting that the Boy Scouts’ brand messaging is confusing. “They’re saying they’re opening the doors up to girls, isn’t it fabulous, but there’s a blur. Are they keeping girls’ needs top of mind? We’ve been doing this for over 100 years and, frankly, are the experts in the category.”
To remain so, the Girl Scouts are doubling down on their marketing message, which rolled out days before the Boy Scouts’ recent announcement. An internally-developed campaign, “G.I.R.L. Agenda Powered by Girl Scouts” kicked off Oct. 6 at an Ohio event that included the likes of Chelsea Clinton, Gabby Douglas and Barbara Pierce Bush. The organization is mobilizing girls through civic action meant to further their problem-solving skills for future endeavors, Goodbody says.
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