"Girls Go Tech" Television Ad Campaign Wins "Grand Good" Award

Girl Scouts of the USA, the Ad Council, and the Kaplan Thaler Group honored by the Advertising Women of New York.


April 1, 2003

Wendy O'Donnell
(212) 229-0500

New York, NY—A television PSA campaign produced by Girl Scouts of the USA (GSUSA) and the Ad Council called Girls Go Tech—It's Her Future, Do the Math was honored by the Advertising Women of New York (AWNY) at its annual "The Good, Bad & Ugly Awards Show," held on March 31. The Kaplan Thaler Group created the campaign pro bono.

Introduced nationally on January 6, 2003, the "Girls Go Tech" print, broadcast, and Internet campaign is targeted to parents and caregivers encouraging girls to develop and maintain an interest in math, science, and technology. Girls exhibit early interest and ability in these subjects, but research suggests that adults actually tend to discourage girls from persevering. This PSA campaign seeks to change that tendency and is part of Girl Scouts' ongoing efforts to prepare today's girls to take on the technological opportunities and challenges of the 21st century. The ads are being run and aired nationwide in advertising time and space donated by the media.

"We are very honored that Advertising Women of New York recognized our 'Girls Go Tech' campaign," said Jackie Barnes, Interim CEO of Girl Scouts. "America deserves the diverse and dynamic workforce that will come about when girls are fully vested in science, math, and technology."

The Good, Bad & Ugly Awards Show was established by Advertising Women of New York to take a look at the way women are depicted in advertising. It is dedicated to encouraging creative, effective, and positive advertising of women and highlights not only the good but also the bad and ugly—the stereotypical, outdated, or patronizing communication to and representation of women.

The television and radio PSAs depict humorous interactions between parents and young girls discussing math, science and technology facts. Similarly, the print ads depict a young girl with an interest in math, science, and technology. The PSAs direct viewers, listeners, and readers to visit www.girlsgotech.org for more ideas about how to engage young girls in math, science, and technology. The ads end with the campaign tagline, "It's her future. Do the math."

"The campaign uses humor to disrupt and change a behavior among parents to encourage our daughters to become and stay interested in math, science, and technology. By showing how these subjects are an integral part of every day life, even the simplest of conversations can be an opportunity for parents to address this serious issue. Our thanks to the Advertising Women of New York for calling even more attention to it with this important award," said Linda Kaplan Thaler, CEO and Chief Creative Officer of the Kaplan Thaler Group.

Girl Scouts of the USA helps girls around the country learn more about math, science, and technology with opportunities that include computer programming camps, science competitions, and mentored activities like flight simulation and archaeological digs.

"We are very pleased that AWNY has recognized the Girls Go Tech television PSA as creative, effective, and positive advertising on behalf of women," stated Peggy Conlon, President and CEO of the Advertising Council. "We are already seeing the campaign's impact, and I am confident that it will go a long way in encouraging girls to pursue their interests in math, science, and technology to ensure that they have greater opportunities in the future."

About Girl Scouts of the USA

Girl Scouts of the USA is the world's preeminent organization for girls, with a membership of more than 3.8 million girls and adults. Now in its 91st year, GSUSA continues to help cultivate values, social conscience, and self-esteem in young girls, while also teaching them critical life skills that will enable them to succeed as adults. In Girl Scouting—and its special girls-only environment—girls discover the fun, friendship and power of girls together. 91 Years. Girl Scouts. Still Growing Strong. Visit us at www.girlscouts.org.

About the Advertising Council

The Advertising Council is a private, nonprofit organization with a 60-year history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Ad Council icons and slogans are woven into the very fabric of American culture—from Smokey Bear's "Only You Can Prevent Forest Fires" and McGruff the Crime Dog's "Take A Bite Out of Crime" to the United Negro College Fund's "A Mind is a Terrible Thing to Waste," and "Friends Don't Let Friends Drive Drunk." Last year, the Ad Council received $1.58 billion in donated advertising time and space from the media. To learn more about the Ad Council and its campaigns, visit its Web site, www.adcouncil.org.

About the Kaplan Thaler Group

The Kaplan Thaler Group has been ranked by industry publications as the fastest-growing New York advertising agency and touted for its breakthrough creative ads. With billings of $385 million, KTG's clients include Procter & Gamble's Clairol Herbal Essences global brand, among other P&G haircare brands, P&G's Dawn and Swiffer, AFLAC Insurance, Continental Airlines, the American Red Cross, Coldwell Banker, Panasonic, Gruner & Jahr, Pilot Pen, Blimpie Subs & Salads, Villeroy & Boch, and Lane Bryant. KTG is part of the Publicis Groupe, one of the world's largest communications holding companies. Linda Kaplan Thaler was honored as AWNY's Advertising Woman of the Year in February 2002.