"American Girl" Empowers

The hashtag for the empowerment campaign.

Can a commercial brand contribute to the greater good? Can the same brand bring girls together? Can a brand change a trajectory?

One brand is trying all that -  AMERICAN GIRL. Yes, it's coming behind Amy Schumer's calling for girls to stop thinking that they're princesses and accept themselves as they really are, the women's soccer team showing that women's sports can be so exciting and also draw a large number of fans, and Vice's BROADLY discussing topics of interest to women.

If there is one theme emerging within this focus on women and girls, it's empowerment. But these campaigns and programming frequently address women/girls as individuals, rather than drawing them together. The biggest issue that was noted by this company that markets the dolls is that young girls were feeling isolated, even despite all of the tools that provide connection in this modern world.



So, when they launched their latest campaign, American Girls looked at a PLEDGE, which was designed to bring girls together, to address the sense of isolation. You can see that idea encompassed in their home page. Girls are encouraged to participate by designing their own pledges. The pages for the pledge emphasize togetherness and connectedness. It is empowerment.

That is exactly what American Girl's President Jean McKenzie intended. She says, "We were one of the first brands to talk to girls in a way that made them feel like they really matter. But for the most part, that approach was focused on the individual girls. Now, we're putting ourselves on a new path, going beyond the individual and talking about how girls can be powerful collectively."

Of course, you can still find the signature dolls displayed and sold on the website. But there is more than that. There are games based on the dolls. There are apps that can be downloaded to girls' mobile devices. There is a weekly poll where a girl can vote for one of several responses and find out what other girls think, too. The library takes girls into some of the books and provides some online interactivity. Girls can interact with the magazine also. And these are only the highlights.

Research had also shown American Girl that their audiences wanted to experience more. So, they have added online instructive videos. Many of these are aligned with the content presented in the magazine, so they instruct readers how to complete recipes and how to complete crafts projects.

The link that encourages girls to make a pledge to each other.

The brand is also extending into partnerships with other brands and nonprofit organizations. As Ms McKenzie points out, "We're partnering with Williams-Sonoma, with cooking classes and experiences to bring girls and moms together in something that's social, expressive, and fun. We've also teamed with an organization called NO KID HUNGRY, to help girls organize bake sales to help raise money for a great cause." Even better for the girls, who are participating in the activities inspired, is the development of skills that will serve these young girls well as they grow into their lives as empowered women.

The partnership with Williams-Sonoma.

Thanks to this article from Fast Company: http://www.fastcocreate.com/3050803/like-an-american-girl-going-beyond-the-doll-for-a-more-empowering-image#6; and the above links.

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