Even in 2012, women held only 18% of the leadership positions in America, so Girl Scouts of America decided that it was time to change this. And when better than their 100th anniversary?
First we named and launched a cause built on a powerful idea: When we encourage girls to lead today, they become the leaders of tomorrow. The name TOGETHERTHERE or TO-GET-HER-THERE reinforces that message. The ad campaign drove people to a website to get involved. To officially launch the movement, MATTER produced back-to-back announcements starting with an influencer panel discussion featuring prominent women in business, media and sports. The following day, we traveled to Capitol Hill where high-profile women in government stood alongside the Girl Scouts to back the movement and celebrate another 100 years.
Our efforts were also featured in the Business & Advertising section of the New York Times.
Check out the article in the New York Times here