Girl Scouts of the USA's New Brand Campaign, "Find Whats Within"
On April 28th, 2026 Girls Scouts of the USA or (GSUSA) announced its new national brand campaign, “Find What’s Within.” According to GSUSA’s press announcement, the new campaign reflects the organization’s belief that meaningful growth comes from within and every girl deserves an opportunity to discover it for herself. The backbone of this campaign is a beautiful film that highlights a real Girl Scout’s story and is told in her own words. The Chief Marketing Officer, Michelle Taylor, shared, “In a world that often pressures girls to define their future before they’ve had the chance to discover who they are, Girl Scouts offers something different. We don’t tell girls who they should be. We create the space and provide the support and sisterhood that helps them uncover the power already within them and define success on their own terms,” per PR Newswire. The video was shared alongside this caption: “Meet Moriah, a Girl Scout with big dreams and a bigger heart. If you ask her, she’ll tell you that Girl Scouts is the place where she tapped into the power within her and found support and a group of people always on her side.” This was shared out to the brand's 22,000 followers on YouTube and over 1 million followers on Facebook. GSUSA also has 214,000 followers on Instagram.
The new brand campaign reflects the desires of parents and caregivers for their girls to be supported and to define success on their own terms and feel confident and inspired. Girl Scouts offers plenty of opportunities to develop skills in leadership, STEM, entrepreneurship, outdoors and adventure.
The Alma Executive Creative Director, Daniel Correa, shared in the company’s press release, "'Find What's Within' moves away from performance and external expectations, creating space for curiosity, exploration and self-discovery. The campaign is rooted in the possibility of growth and highlights the relevance of Girl Scouts for girls and families today. Our hope is that this campaign provides a window into GSUSA's year-round support system, which is built to meet girls where they are."
From a creative standpoint, the campaign also signals a move away from performance-based narratives where success is defined by outcomes and toward storytelling that centers curiosity, growth, and self-discovery.
This shift is particularly notable in a media landscape where young people, especially young girls, are often inundated with messaging about achievement, perfection, and future success. By contrast, GSUSA’s campaign creates space for uncertainty, exploration, and becoming. It doesn’t position Girl Scouts as the end goal, but as the environment where that journey can begin.
What makes “Find What’s Within” even more impactful to the brand is how clearly it connects to Girl Scouts of the USA’s legacy since its inception. Since its founding in 1912 by Juliette Gordon Low in Savannah, Georgia, the organization has centered its mission on helping girls discover their strengths and define their own paths. What began as a single troop of 18 girls, at a time when opportunities for women and girls were deeply limited, has grown into a global movement rooted in possibility, curiosity, and self-determination.
That continuity is what allows Girl Scouts to stay both grounded and relevant. Campaigns like “Find What’s Within” reaffirm the mission with language and stories that strike a chord with the families of young girls today. By pairing a long-standing purpose with modern storytelling and cultural awareness, GSUSA continues to meet girls and families where they are, while staying deeply rooted in who they’ve always been.
The documentary-style film and first-person-driven storytelling are what really carry this campaign, showing that even as technology evolves, human lived experience remains the most powerful message.
Written by Hannah Lacy
Bio: Hannah Lacy is a digital content strategist with over seven years of experience in marketing and social media, and more than a decade of experience as a freelance writer contributing to various publications. A working mother of two school-aged children, she writes at the intersection of ambition and parenthood, with a passion for storytelling, advocating for working moms, and partnering with mission-driven brands and organisations.
