Six South Carolina Councils went scouting for minority volunteers.

Girl Scouts of South Carolina approached Gibbons | Peck with a problem: too many girls and not enough troops. In particular, many girls in predominately minority neighborhoods had been placed on waiting lists.

Gibbons | Peck:

• Created a public relations program that energized minority women to become Scout leaders with the inspirational headline, “Lead the way.”
• Trained a media volunteer in each council to be the local “owner” of the minority initiative.
• Developed media materials to communicate the need | opportunity to editors and reporters.
• Employed a clipping service to track increase in media coverage results.
• Produced radio, print, and outdoor advertising for the targeted areas.

Results: Volunteerism increased in two of the six councils among minority women. And media coverage increased across the state.