Messaging
Our messaging is how AHG talks about itself—with the same voice whether it's a Troop Board newsletter, a national press release, or an AHGfamily announcement. It keeps every communicator, from Finance Team to Curriculum writers, saying the same true things about who we are.
Our foundational language
Every girl and adult member learns and lives out these core statements. They should also anchor how we write about AHG externally—when referenced specifically, never edit them in any way.
Mission
Building women of integrity through service to God, family, community, and country.
Vision
American Heritage Girls is the premier national character development organization for young women that embraces Christian values and encourages family involvement.
Oath
I promise to love God, cherish my family, honor my country, and serve in my community.
Creed
As an American Heritage Girl, I promise to be compassionate, helpful, honest, loyal, perseverant, pure, resourceful, respectful, responsible, and reverent.
Scouting vs. ministry
AHG embodies a traditional scout-type structure (badges, uniforms, outdoor adventure, etc.) but that structure serves a ministry purpose, not the other way around. When we talk about the AHG experience externally, it should be clear which one is the vehicle and which one is the point: the badges and outings exist to build girls of faith and character, not the reverse. This one-sheet lays out that distinction so anyone writing or speaking on AHG's behalf can explain it consistently.
Internal AHG Staff use only. Not intended for circulation.
Kingdom-first language
Everything AHG does belongs to a mission bigger than ourselves. When we write or speak on AHG's behalf, we point to what God is doing through this ministry first—not to what AHG itself has built, achieved, or accomplished. AHG is the vehicle; He gets the glory.
A quick gut-check before publishing: if you removed the American Heritage Girls name from the sentence, would it still be obviously true that God is the one doing the work? If a sentence only makes sense with "AHG" as the subject accomplishing something, try rewriting it with God, faith, or the girls themselves as the subject instead.
Need the exact wording?
This page covers the foundational language and principles behind AHG messaging. For specific approved terminology, phrasing dos and don'ts, and updates as they happen, check the Brand Board on Asana (it's kept current as language questions come up.)