PR News 2016 Nonprofit PR Awards: Social Responsibility

Winner: Girl Scouts of the USA - Girl Scouts Adds a ‘Byte’ to Its Iconic Cookie Program

Girls Scouts of the USA already teaches young women and girls numerous skills to be successful in life, so Digital Cookie—a groundbreaking addition to its iconic cookie program, which added a digital layer, teaching girls vital new eCommerce skills for the modern economy—was a natural extension of that effort.

Digital Cookie, launched in 2014, enables girls to market cookies, process payments, and place shipment orders digitally through a national digital platform for the first time in the history of the Cookie Program.

Major media in select outlets were given an exclusive advanced screening of the initiative in early November 2014, and that screening was hosted by girls from local councils. Media planning and research included creating and carefully vetting potential media outlets, including long-lead publications covering general news, business news, the technology space, girls, youth, and parenting. The strategy culminated with Girl Scouts showcasing Digital Cookie to the tech world at the 2015 Consumer Electronics Show (CES).

Coverage surpassed GSUSA’s hopes and expectations—nearly 4 billion unique local and national media impressions—eclipsing their goal by more than 800%. Nearly 70% of the coverage included messaging around the educational aspect of Digital Cookie.

Digital Cookie became a pop-cultural phenomenon, trending at #1 on Facebook and receiving mention on morning talk news shows, Saturday Night Live, and NYC Taxi Jeopardy.

Honorable Mentions:

•    Imprenta Communications Group - Wage Theft

•    National Association of Insurance Commissioners - Teen Driving Reboot

•    National Hospice and Palliative Care Organization - Moments of Life: Made Possible by Hospice

•    Taco Bell Foundation - "Potential" Campaign