The Advertising Council and Girl Scouts of the USA Launch New PSAs for "Girls Go Tech" Campaign

The Kaplan Thaler Group and the Ad council creates ads that urge girls to "See the World."


April 5, 2004

Ellyn Fisher
The Ad Council

Jennifer Gregory
PT&Co. (for Girl Scouts)
212-229-0500 x249

New York, N.Y.—The Ad Council, in partnership with Girl Scouts of the USA, announced today the launch of a new series of public service advertisements (PSAs) designed to encourage girls to develop and maintain an interest in math, science, and technology. The new television, print, and Internet PSAs were created on behalf of the Girls Go Tech campaign, which launched in January 2003. In contrast to the previous spots, which targeted parents, the new PSAs target young girls and direct them to visit an interactive new Web site, www.girlsgotech.org, to learn more about the importance of pursuing their interests in these subjects.

The U.S. Department of Labor estimates that more than 60% of all current jobs require some form of technology skills. According to the National Science Foundation, women represent 46% of the total workforce in America, but only 25% of the technology workforce and 10% of the nation's top technology jobs. Despite their success in diverse areas, studies show that many women choose traditionally "female" occupations and research suggests that these patterns begin while girls are in elementary school. Studies show that by age 12, most girls lose interest in these subjects and their chance at most future jobs.

The Girls Go Tech campaign seeks to change that tendency and is part of Girl Scouts' ongoing effort to prepare today's girls to seize the technological opportunities and challenges of the 21st century. Created pro bono by the Kaplan Thaler Group and Ad council, the campaign aims to encourage young girls to develop an early interest in math, science, and technology and, ultimately, maintain that interest thereby ensuring a more diverse, dynamic, and productive workforce. The first phase of the campaign sought to encourage parents and caregivers to help to keep girls' interest in these subjects alive. The new television and print PSAs, entitled "See the World," target the girls themselves—specifically those between the ages of 8 and 11.

"Math, science, and technology skills are integral to the future success of all Americans. It is disturbing that so many girls lose interest as they grow up," according to Peggy Conlon, President and CEO of The Ad Council. "I am confident that this intriguing advertising will engage young girls and encourage them to visit the wonderful new Web site where they can participate in activities that will keep their interests alive."

The new television PSAs highlight the math, science, and technology behind everyday life, as seen through the eyes of two young girls. As they walk down the street on an ordinary day, they see their surroundings momentarily and magically transformed. At the end of the PSA, the voice over says, "Set your sights on math and science. It's a great way to see the world."

"Careers in math, science, and technology are among the fastest growing and most highly paid in our society. But, many girls do not get the opportunity to compete for these jobs, having not completed preparatory schooling in these areas," says Kathy Cloninger, CEO, Girl Scouts of the USA. "The Girls Go Tech ad campaign, www.girlsgotech.org Web site, and the programs that Girls Scouts deliver in these areas are raising awareness and expanding vital choices for girls. We thank the Ad Council and Kaplan Thaler for their creative energy and sponsorship of this important campaign. When Girls Go Tech, everyone wins."

The print ads similarly illustrate the technology that is a part of a girl's everyday life. Web banners are also available. All of the PSAs direct audiences to visit www.girlsgotech.org, an interactive Web site which provides activities that encourage girls to become interested in math, science, and technology. The site includes games, quizzes, facts, and other activities to educate and engage girls.

"The first phase of the campaign truly created a (big bang) among parents and caregivers on the importance of their role in keeping girls interested in math, science, and technology. It also captured the attention of the media and women's advocacy groups receiving numerous high-profile awards. This next phase is even more important, and we expect "See the World" to have an even greater impact as we target girls directly," says Linda Kaplan Thaler, CEO and Chief Creative Officer of the Kaplan Thaler Group.

The Ad Council is distributing the PSAs to media outlets nationwide. Per the Ad Council's model, all of the PSAs will run and air in advertising time and space that is donated by the media.

About Girl Scouts of the USA
Girl Scouts of the USA is the preeminent organization for girls, and has more than 3.8 million girl and adult members. Now in its 92nd year, Girl Scouting cultivates values, social conscience, and self-esteem in young girls, while teaching them critical life skills to later succeed as adults. In Girl Scouting's special girls-only environment, girls discover the fun, friendship, and power of girls together. The organization strives to serve girls from every corner of the United States, Puerto Rico, and the Virgin Islands. For more information, visit www.girlscouts.org. Girl Scouts of the USA helps girls around the country learn more about math, science, and technology with opportunities including science camps, science kits, and hands-on activities from flight simulation to archaeological digs.

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 and immediate results. With billings of $510 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 Inc., Continental Airlines, Coldwell Banker, Pfizer, Panasonic, Pilot Pen, Ruby Tuesday, Blimpie Subs & Salads, and Lane Bryant. KTG is part of the Publicis Groupe, one of the world's largest communications holding companies.

About The Ad Council
The Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action, and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org.