Girl Scouts spotlight inner growth in national ad

alma has created a national brand campaign for Girl Scouts of the USA (GSUSA), introducing a new platform focused on self-discovery and personal development among girls.

The campaign, Find What’s Within, highlights the organisation’s emphasis on building confidence and supporting individual growth through its programmes.

Campaign reflects evolving family expectations

The new positioning responds to insights from families seeking environments where girls feel supported and free from pressure. The campaign centres on the idea that development begins internally, with GSUSA aiming to provide space for girls to explore their interests and define success on their own terms.

It also reflects the organisation’s broader focus on delivering programmes across areas such as outdoor activities, STEM, entrepreneurship and leadership.

Creative focuses on personal storytelling

At the core of the campaign is a film inspired by a real Girl Scout, told in her own words, which will air nationally. The creative approach emphasises personal experience and emotional connection rather than external achievements.

Michelle Taylor, Chief Marketing Officer, GSUSA: "In a world that often pressures girls to define their future before they've had the chance to discover who they are, Girl Scouts offers something different. We don't tell girls who they should be. We create the space and provide the support and sisterhood that helps them uncover the power already within them and define success on their own terms."

Platform highlights role of mentorship and programmes

The campaign reinforces GSUSA’s role in supporting girls through hands-on learning and mentorship. It positions the organisation as a platform for building confidence and developing skills in a supportive environment.

Daniel Correa, Executive Creative Director, alma: "'Find What's Within' moves away from performance and external expectations, creating space for curiosity, exploration and self-discovery. The campaign is rooted in the possibility of growth and highlights the relevance of Girl Scouts for girls and families today. Our hope is that this campaign provides a window into GSUSA's year-round support system, which is built to meet girls where they are."

National rollout across channels

The campaign will be distributed nationwide, with assets available in English and Spanish for local activation across 111 Girl Scout councils. Paid media will support the rollout from April 28 through June 30, including streaming TV placements and integrated brand activity in selected markets.

www.girlscouts.org

Follow Marketing Report on LinkedIn