The Girl Scouts of Central Maryland communications team earned an Award of Excellence from PRSA Maryland for its media campaign supporting the 25th anniversary of the Girl Scouts Beyond Bars program. The campaign included coverage in the Baltimore Sun, Washington Post, LA Times, A Mighty Girl, BBC and Good Morning America.
Business Communication alum Maura Kovalcik Winebrenner, the organization’s digital media specialist (on the right in the photo), handled the graphics and content for the email marketing, social media campaign and website. The organization’s most popular social ad was a video that Maura created, which can be viewed here.
The campaign helped raise more than $40,000 for the program. which currently serves 34 girls whose mothers are incarcerated at the Maryland Correctional Institute for Women. The Girl Scouts Beyond Bars program provides girls the opportunity to develop and maintain bonds with their mothers, and more than 400 girls have been served by the program in 25 years.
According to their website, “the Girl Scouts Beyond Bars (GSBB) Program has been in continuous operation since November 1992, in partnership with the Maryland Correctional Institution for Women, and this year we celebrate the program’s 25th Anniversary.” Girl Scouts Beyond Bars works “to maintain the mother-daughter bond, strengthening the self-esteem of both mothers and daughters, lessening the anxiety experienced by children of incarcerated parents, and providing these children with positive role models.” (Photo courtesy of Coyle Studios/coylestudios.com)