Key Art of "Summer of Rockets" featuring Keeley Hawes and Toby Stephens.

Summer of Rockets

Start watching
6HWbNHN-show-poster2x3-c7tgE2Y.png

Artbound

Start watching
FZG3mkG-show-poster2x3-nOossfs.png

SoCal Update

Start watching
Death in Paradise Series 10

Death in Paradise

Start watching
millionaire still

KCET Must See Movies

Start watching
MZihTLV-show-poster2x3-5CKaGu8.jpg

Independent Lens

Start watching
MJ250sC-show-poster2x3-Bflky7i.png

Tending Nature

Start watching
Southland Sessions

Southland Sessions

Start watching
HvlSxHY-show-poster2x3-4ik43uV.png

Earth Focus

Start watching
City Rising

City Rising

Start watching
Lost LA

Lost LA

Start watching
Member
Your donation supports our high-quality, inspiring and commercial-free programming.
Support Icon
Learn about the many ways to support KCET.
Support Icon
Contact our Leadership, Advancement, Membership and Special Events teams.

21st Century Girl - Girl Scouts at 100

Support Provided By

The Girls Scouts are turning 100 this year. One of the oldest and well-known organizations for girls is also one of the savviest marketers. From its annual promotion of its cookie sale to its upcoming anniversary float in the 2012 Rose Parade, it knows how to promote itself and its main mission: To build girls of courage, confidence and character. To its credit, the Girl Scouts has been quick to acknowledge the changing demographics of the country and understand what these changes mean to its future and mission. For the past decade the organization has run a series of campaigns that reassert what the Girl Scout are while simultaneously redefining WHO a Girl Scout is. Actively reaching out to underrepresented communities and launching the national Hispanic Membership Marketing Initiative (HMMI) to recruit and retain Latinas.

At the Girl Scouts of Greater Los Angeles (GSGLA) this push is key to their membership growth strategy, '50 in '5. The goal of this campaign is to increase membership to 50,000 girls in the next five years. Latinas represent the largest potential Girl Scout market in Los Angeles so the GSGLA is working to raise awareness in the Latino community about the enormous benefits of Girl Scouts by participating in the national pilot program for the marketing initiative and a national marketing campaign focusing on Latino parents and volunteers.

Girltopia entry way

Recently the GSGLA held a first of its kind event, celebrating the past 100 years of the Girl Scouts while looking forward to their next century. The event entitled Girltopia hosted over 10,000 girls and showcased the success of the national and regional campaigns. Girls Scouts from throughout Southern California converged on the LA Convention Center and were greeted by a gauntlet of cheering Girl Scout volunteers, Alumni, and current members. They were treated to booths and activities featuring the arts, business/entrepreneurship, science, health/fitness, and leadership building.

Girl Scout sash with badges
Girl Scout Sash with Badges

Girl Scout Vivanne Hedges (14) described the event as an opportunity to "let people know what we do and what we're involved in and the life skills that the leaders teach." Another Scout, Andrea Trejo (15), spoke about the importance of listening to guest speakers such as Latina Judge Christina Jaramillo as they share how to turn obstacles into success.

Vivanne has been a Girl Scout since kindergarten, while Andrea only recently become a scout. They typify the direction the organization has embarked on in urban areas, fostering a strong relationship with alumni (Vivanne's mother) and reaching out to a new generation of scouts. Both are spokespeople for the organization and bring a vital energy to the work of the Girls Scouts in urban Los Angeles. Andrea is developing a project to revitalize a vacant lot in her neighborhood and turn it into a park. Vivanne has visited with sick children at the Ronald McDonald House and worked on a conservation project in the Angeles National Forest, creating an information brochure on their efforts to save an endangered fish.

Andrea and Vivanne
Andrea and Vivanne

For Andrea it's the skills and opportunities the Girl Scouts offer that attracted her to the organization; confidence, becoming a public speaker, and becoming a voice for her community. Andrea learned about the Girl Scouts by seeing an ad in the back of a magazine that asked, "Are you bored at home? Do you want to help your community?" She immediately answered yes. "I was bored at home, I wanted to do something fun and try new things. I wanted to join the girl scouts. I didn't know anything about the Girl Scouts, I thought it was just a movie thing, but no it's real. It's a very special experience that opens the world up to girls."

She shared a story about a young woman who, through her experience in the Girl Scouts, was able to go to a prestigious university and eventually help her mother gain her residency. "That shows how big Girl Scouts is. It impacts girl's lives. It's not just a temporary thing. It's a lifetime. I didn't know about girl scouts until only a few months ago. I wish I had been a Girl Scout since I was little. That's why I'm trying to let people in my community know what it is, because a lot of people in my community don't know. I want to let girls know what's out there."

Both young women see the future of the Girl Scouts in their community tied to establishing more troops and recruiting girls of a variety of ages. Currently Andrea travels to South LA to take part in scouting activities, while Vivanne's troop includes girls from various parts of Whittier. "Girl Scouts offer so much to girls its important people know about it and all girls have access to everything it offers."

Support Provided By
Read More
Chiqui Diaz at work advocating to end social isolation | Courtesy of Chiqui Diaz

Youth Leaders Making a Difference Honored by The California Endowment

The Youth Awards was created in 2018 to recognize the impact youth voices have in creating change throughout California. Learn more about the positive work they're accomplishing throughout the state.
A 2011 crime scene in Tulare County, where one of Jose Martinez's victims was found. | Courtesy of Marion County Sherff’s Office via FOIA/Buzzfeed

California's Unincorporated Places Can Be Poor, Powerless — and the Perfect Place to Commit Murder

It's time to do better by communities that don’t even have local police to call, let alone defund.
Protesters confront police outside the 3rd Police Precinct on May 27, 2020 in Minneapolis, Minnesota after the George Floyd killing | Stephen Maturen/Getty Images

In California, A History of Young, Powerful Voices in Journalism Emerge

In the Golden State, the youth have a long history of storytelling that uncovers little-heard narratives.