Girl Scouts of America

Public perception of the Girl Scout brand revolved almost solely around images of them as junior cookie saleswomen, and the organization was losing popularity among teens, pre-teens and parents. Red7e, working largely on a pro bono basis, crafted messages that stressed the Girl Scouts’ vital role in shaping young women and serving as a counterbalance to negative cultural influences. The result was an award-winning ad series and a generation of young women who are all that and a box of cookies.