Wednesday, April 20, 2011
Girl Scouts Launches Hispanic Recruitment Campaign
As part of a national rebranding effort to revitalize and update its image as it nears its 100th anniversary, the national organization recently started this outreach effort to attract more girls from the fastest-growing population in the nation.
They also exhibit the kind of family values that have made the Girl Scouts such a venerable household name.
It is a natural step for an organization that has a tradition of accepting girls from all backgrounds.
“We want them to know that Girls Scouts meets their values,” said Gwyneth Lloyd, chief program officer for the Hispanic Welcome Initiative of the Girl Scouts of Northeast Texas.
But recruiting Hispanic girls into scouting has required an extra touch. It wasn’t simply a matter of translating its information materials into Spanish, Lloyd said.
It was far more a question of reaching out culturally.
“Rather than push the girls to get involved, we realized the need to push for families,” she said.
Like so many other issues and events in Hispanic communities, scouting is a family affair, it turns out.
Once the family gets involved, the girl does, too. And so does la mamá.
“Once the mother grasps who we are, then they absolutely show their willingness to volunteer and work with the troops,” Lloyd said.