Girls on the Move: Raising awareness of issues facing young women

Outward Bound raised awareness of self-esteem and body image issues faced by girls and women today by employing Padilla Speer Beardsley to publicize its Girls on the Move (GOTM), program. GOTM involved a 3,865 mile cross country bicycling expedition—from Portland, Oregon to New York City—by nearly 70 women aged 17 to 72. PSB developed a national public relations campaign to increase awareness of GOTM’s educational campaign and attract attendance to five major Girls Festivals along the bike route. And PSB managed celebrity scheduling, PSA production and sponsorship programs. GOTM received excellent media coverage in print and on television, radio and web outlets across the country on a local and national level. Celebrities Courtney Thorne-Smith and Crystal Bernard participated in Girls Festivals. Olympic Athletes Dominique Dawes, Kristine Lilly and Summer Sanders participated in the PSA and several major sponsors signed on with GOTM.