It's a Girl's Life. Lead it.
Campaign Asks: Just Who Do You Think You Are?

To the casual observer, image is the essence of you that you wear on the outside. It's the part of you that people see. It's the part of "you" that people most quickly recognize and understand. Image sets you apart or lets you belong. Everyone is searching for an image. But what about the individuality that lies deeper? Is it image alone that defines our self-esteem, delineates our successes, and determines how we overcome challenges?
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'GSUSA: It's a Girl's Life' Wins Silver
in 2006 Summit Creative Awards®
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Girl Scouts of the USA has long made it its mission to support the right of girls to be the best individuals that they can be, regardless of the images others may project onto them or what may be fashionable at the moment. The organization's latest round of advertising captures the essence of girls' individuality with a campaign that focuses on teenage issues such as peer pressure, fitting in, being seen as normal, etc. All of these are wrapped neatly into the tagline, "It's a Girl's Life. Lead it." All the girls featured in the campaign are active Girl Scouts and were selected for their outgoing personalities and the diverse individual qualities they exhibited. The girls represent aspects of the courage, confidence, and character that teens need to survive as individuals.

Whether observers—often peers—interpret their images from their age, race, gender, or simply the fact that they are Girl Scouts, this campaign gives each girl a chance to defy them. Depicting a sassy young skateboarder, the campaign invites girls to "Defy the Stereotype," implying defiance of both the stereotype of Girl Scouting and the stereotype of what girls are "supposed" to be like. A feisty and intelligent girl boldly leans against a sign stating that she is the future president of the United States and invites her peers to "Defy Self-Doubt." All of the girls are given a chance to be individuals, not just images.

One of the objectives of this campaign is to clearly defy the stereotype of Girl Scouting. But this is more than just a marketing campaign designed to re-brand the organization. Girl Scouts of the USA has been the expert on girls' self-esteem issues for more than 90 years. Girl Scouts of the USA stands behind its messaging with highly successful programs such as uniquely ME!, an initiative program supported by Dove to raise awareness among girls about issues affecting their self-esteem. Research shows that girls with low self-esteem get involved with risky behaviors, such as smoking, drinking, and eating disorders. Programs like uniquely ME! help girls recognize their strengths and best attributes by addressing topics like peer pressure, developing healthy eating habits, fitness, and identifying core values and personal interests.

So, just who do you think you are? With this campaign, Girl Scouts of the USA is inviting each and every girl to join them…and find out!