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Girl Guides of Canada: Mighty Minds Make Mighty Girls

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Almost 1 in 5 young people in Canada struggle with mental heath.

Girl Guides of Canada takes this issue very seriously and partnered with Psychology Foundation of Canada and Kids Help Phone to develop Mighty Minds – the first-ever mental health program in Canada specifically focused on girls.

Background

Girl Guides engaged us to develop an earned Media and Blogger Relations campaign to spread awareness of Mighty Minds and highlight its role in advancing positive development of girls and young women. The campaign clearly demonstrated that
Girl Guides of Canada is so much more than cookies and camping.

The Challenge

Nurturing Mightier Minds

  • Successfully launch and create public awareness of the Mighty Minds program
  • Establish a powerful connection between Guiding, positive mental health, and the development of girls and young women
  • Generate authentic, meaningful earned media coverage, and broad public participation in the Mighty Minds Launch Event, "Shine a Light on Mental Health," held at Toronto City Hall

The Solution

A Coast-to-Coast, Education-Focused Campaign

We created a highly credible campaign focused on the issue of mental health of young people, specifically among girls and young women. We included powerful stats to demonstrate the need for mental health education programs for girls in Canada.

  • Girl Guides ambassador, Cheryl Pounder, two-time Canadian Olympic Women’s Hockey Gold Medalist, was our spokesperson, generating tremendous media coverage and engagement
  • Our Mighty Minds media tour with Cheryl Pounder and Girl Guides of Canada CEO, Jill Zelmanovits, introduced the program and invited Torontonians to the candle-lighting event, "Shine a Light on Mental Health"
  • Reaching communities across Canada was essential to local chapters. We scheduled media interviews with local Girl Guides representatives from coast-to-coast and negotiated feature stories in more than 75 print and online publications in priority communities

Outstanding Community Recognition

The campaign was recognized with several Communications awards and advocates, including​ praise from Prime Minister Justin Trudeau and Canadian Olympian Clara Hughes, a vocal activist in the mental health movement

The Result

39M

impressions

21%

higher web traffic

500+

event attendees

  • The award-winning​ Mighty Minds Launch resulted in unprecedented media and consumer attention for Girl Guides of Canada and its innovative approach in addressing the issue of mental health for girls and young women.
  • Media attended the event, including cameras from Tier A Toronto television stations
  • The success of the event in Toronto inspired local chapters to hold similar events; we provided local community media relations to support these initiatives
  • Media headlines quoted our theme and Girl Guides was successfully positioned as a vital organization far beyond "cookies and camping"

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