#ForEVERYGirl—The Making of a Viral Campaign

When the Girl Scouts of Western Washington got a $100K donation there was one big string attached: the donor didn’t want the money to serve transgender girls. So the organization did two things: 1) Gave the money back. 2) Launched the #ForEVERYGirl crowdfunding campaign to fill the gap.

72 hours later, they hit $300K.

This talk deconstructs a viral campaign by one of the country's oldest brands. From timeframe and team selection, to storytelling and crises comms—we’ll share learned-in-the-trenches strategies from this shoestring initiative.

You’ll walk away knowing how to spot an idea with viral potential, strike at the right moment and create authentic campaigns that catch fire.