The Girl Scouts have a wonderful mission: to build girls of courage, confidence and character, who make the world a better place. But they needed to update their image and do a better job appealing to 7 to 12 year-old girls. To accomplish this, we created the website TheWorldsStrongestGirl.org and brought attention to it through a mix of radio, poster and online advertising. Once the site began drawing stories from individual girls, we created a book to highlight them.

The exaggerated imagery and copy (inspired by carnival strong man posters) seeks to engage and inspire these girls – to put them on a pedestal and show them that anything is possible. The posters are part of a larger Girl Scouts integrated campaign that includes the website, radio, online advertising and a physical “Worlds Strongest Girl” book of stories.

Thousands of girls were inspired to share their individual stories of strength with the world on worldsstrongestgirl.org.