Hispanic Market Weekly
(December 11, 2001)
Girl Scouts of Chicago is launching a Quinceañera program hoping to recruit more Hispanic girls. The initiative, developed by Chicago-based advertising company Lazos Latinos, is designed to attract Hispanic girls to the Scouts by preparing them for a Quinceañera celebration that will take place on March 17. From December 2001 through June 2002, 75 new girls will attend six one-hour sessions, conducted by bilingual staff from the Scouts, to talk about financial planning, communication skills, planning the event and etiquette, among other issues.
Cristina Benitez, Lazos Latinos president, brought the idea to the Chicago council, which received a $50,000 innovation grant from the Girl Scouts of the United States of American headquarters in Washington, DC. Benitez expects it to be a pilot for a future nationwide program. Lazos Latinos is creating the branding, public relations, communications and life skill modules for the project.