Girl Scouts change with changing world

The face of Girl Scouts of the United States of America – and by extension, in Girl Scouts in Greene County – is changing. Seeking to reverse declining troop numbers GSUSA has hired its first chief marketing officer to modernize its image and introduced a new look for its members.

National membership has been declining at the rate of 1 to 2 percent each year for the last decade, according to reports. And volunteerism has been declining as well. As a result, the 96-year-old organization is allowing older Girl Scouts to take on more of a leadership role. Those girls, called Ambassadors, will have more responsibility in running troops, choosing community service projects and destinations for trips, while the adults assist.

One such ambassador is Stephanie Proffitt of Ruckersville, a 17-year-old junior at William Monroe High School. “I will be helping with my mom’s junior Girl Scout Troop, Girl Scout Camps, and I helped with our float for the Parade of Lights,” said Proffitt.

Proffitt’s mother, Cathy Walcutt, has been an official Girl Scout leader for six years. But: “I was a Girl Scout when I was in school and I have been involved with Girl Scouts for about 15 years as a parent. My oldest daughter is 21 and is still a Girl Scout,” Walcutt said.

The Girl Scouts organization was started in 1912 as a way to give girls more opportunities outside the home. It has since focused more on helping girls work together in groups and develop leadership skills. The Girl Scouts has long offered programs on everything from running a business to mountain climbing.

By definition, Girl Scouts of the United States of America teaches values such as honesty, fairness, courage, compassion and confidence on its way to building character.

“I joined Girl Scouts when I was in first grade,” said 15-year-old Elizabeth Strauss of Ruckersville. “I have enjoyed Girls Scouts ever since then.  I made new friends, experienced new things, and helped my community. As I got older, I was able to participate at camp as an aid.  I love teaching and helping the younger scouts.”

Strauss’ mother, Vicki Strauss, is also active in Girl Scouts. “I have been a Girl Scout volunteer for over 11 years in several different capacities.  I like to think that Girl Scout volunteers help shape the lives of girls,” she said. 

Since the organization’s beginning in 1912, Girl Scouts have studied first aid, hiked, played basketball and gone on camping trips, where they learned how to tell time by the stars. During World War I, Girl Scouts learned about food production and conservation, sold war bonds, worked in hospitals, and collected peach pits for use in gas mask filters. During the Great Depression they led community relief efforts by collecting clothing, making quilts, carving wood toys, gathering food for the poor, assisting in hospitals, participating in food drives and canning programs, and providing meals to undernourished children.

During World War II Girl Scouts operated bicycle courier services, invested more than 48,000 hours in Farm Aide projects, collected fat and scrap metal, and grew Victory Gardens. They collected 1.5 million articles of clothing that were then shipped overseas to children and adult victims of war. And, the organization sponsored Defense Institutes that taught 10,000 women survival skills and techniques for comforting children during blackouts and air raids.

When that war ended a special effort was made to include the daughters of military personnel, Native Americans, Alaskan Eskimos, migrant agricultural workers and the physically challenged into Girl Scout ranks.

In the 1960s GSUSA went on record in support of civil rights, and during the 1980s the Contemporary Issues series was developed to help girls and their families deal with serious social concerns. Girl Scouts were taught to say no to drugs, and about child abuse, youth suicide, literacy and pluralism.

Later, Project Safe Time was introduced for girls whose parents were not home to care for them after school. Be Your Best, a health and fitness project, promoted different says of keeping fit and eating right.

In this decade, Girl Scouts responded to the September 11 attack on America by performing community services, hosting remembrance ceremonies, and writing thank-you letters to rescuers.

Today, according to GSUSA, more than 50 million American women are Girl Scout alumnae. But, also according to that organization, Girl Scouts is seen by many today as sleepy – though it has held up as an icon, it has little name recognition beyond its cookies.

So while the cookies will stay, the organization has hired a former senior partner and executive group director at WPP Group’s Ogilvy & Mather to modernize the image of the Girl Scouts.

The traditional drab green skirts are history: updated uniforms are a brighter shade of green and allow a casual uniform of a white polo shirt and khaki slacks. And Girl Scouts can be more independent.

According to the GSUSA Web site, girls who do not desire to participate in troop activities can sign up as an individual Girl Scout, known as a Juliette. Juliettes attend activities independently and work individually on badges and awards.

Proffitt is a Juliette because she was busy with other activities. All the same, she has always felt a member of the Girl Scouts.

“The Girl Scout program gave me a feeling that I belonged somewhere and that I was meant for something,” Proffitt said.

According to GSUSA, the most significant reason for the decline of membership is the popularity of today’s “non-activities” such as hanging out at the mall with friends or spending time online.

But, “More girls would be in Girl Scouts if we had additional leaders,” said Pam Edelman, a Girl Scout leader in Ruckersville.

Walcutt believes that every girl should have the opportunity to be a Scout: “Where else can girls learn while camping, hiking, swimming, and taking trips to zoos, wildlife centers, museums, plays, musicals, concerts and parties?” she asked.