Multi-channel recruitment campaign designed to inspire girls and their parents/guardians.
Overview
My Roles
Concept, art‑direction & design
Built around the tagline "Girl Scout Today. Changemaker Tomorrow," I led the design of a multi‑touchpoint fall recruitment campaign targeting school‑aged girls, parents and teachers.To increase brand visibility in schools, the campaign included bookmark and sticker given to girls to spark peer‑to‑peer engagement.Supporting print collateral targeted the decision making adults, highlighting how Girl Scouts helps girls build confidence, leadership skills and valuable life experiences.The Fall 2019 Membership Recruitment Campaign surpassed projected growth goals by 32%.
