Propper Daley

Case Study

Yes, I Am

Girl Scouts of Greater Los Angeles


Building the most diverse Girl Scouts corps in the country

Project Type

Campaign Content Creation

Impact Area

Gender Equity

Client Type


Client Need

The Girl Scouts of Greater Los Angeles mission is to build girls of courage, confidence, and character, who make the world a better place. To realize this mission for all girls, GSGLA identified a meta-goal in their annual strategic planning to build the most diverse Girl Scouts corps in the country.  While they had a number of impactful implementation strategies, they asked Propper Daley to create an overall narrative strategy and campaign that could shift brand perception, providing a runway for achieving their key priorities.

Our Approach

Propper Daley engaged in a two year project to research, field qualitative focus groups and surface a strategic communications plan that highlighted narrative gaps and authentic possibilities, as well as a public facing creative campaign based on those findings.  Overall the opportunity was to shift from a perception of Girl Scouts as young girls who enjoy a fun experience with their friends, doing crafts and selling cookies to one in which a Girl Scout is showcased as a leader, prepared to overcome any obstacle because she has gained the life skills, confidence, entrepreneurial spirit, and courage to make her community and world a better place.


PD designed and launched a new campaign called YES, I AM in which Girl Scouts of all ages, races and backgrounds were able to showcase being a Girl Scout as an identity, rather than an activity; as being adventurous, dynamic and versatile – the embodiment of promise – our future leaders, entrepreneurs and trailblazers. Propper Daley wrote, scripted, produced and art directed the entire campaign, which included video, outdoor, web, social, event activations and merchandise, along with developing the rollout strategy and digital ad buying.


The citywide campaign, featuring a range of current and former Girl Scouts including Jenna Ortega, Lisa Ling and Skai Jackson garnered over 8.5M impressions, 800k video views and 200K clicks and had a 95% percent positive sentiment, with African American girls commenting positively on seeing representation. SnapChat performed particularly well, reinforcing the strategic decision to meet girls where they are. The campaign was also translated into Spanish, engaging the Hispanic community in and around Los Angeles.  GSGLA was able to exceed their recruitment efforts in areas of the city previously under tapped.

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