Girls Scouts Heart of Central California
The Girl Scouts Cookie Campaign is the most important fundraiser of the year. The proceeds from the effort support the entire organization and, most importantly, determine what the girls will do. Centering on core value, this year’s campaign message is simple and direct: “This cookie helps girls do great things.” To create familiarity, photographs of local Girl Scouts from Northern California are featured in creatives across multiple platforms. Next to them is a cookie that tells the story: every cookie gives a chance to succeed. These fun and impactful visuals remind the audience of the importance of supporting young women in their community. The result of this fundraiser is a 21% increase compared to the previous year.