TV / DIGITAL / CONTENT
American Girl was started as a means to empower young girls. But over their 20+ year history, the world had changed. Girls didn’t need to be empowered anymore, but they did need something else: to feel accepted and included. With the rise of social media, cyberbulling and the constant need to ‘compete,’ girls feeling more isolated than ever. It was time for American Girl to start a new conversation and become a beacon for a new, girl-inspired movement. We could unite girls into the largest team in the world. A team 3 billion strong that we called, Team Girl.
We started the movement by asking girls to make a pledge to each other. A pledge announced in a video then directing girls to make a pinky pledge to Team Girl.
Next, we let girls share their stories. Working with a group of adolescent female filmmakers to direct edit and score their own films, they told us what it’s like living as an American girl today.