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The Team:
Cody Colvin - Creative Brand Manager
Michelle Lee - Creative Brand Manager
Joe Reilly - Creative Brand Manager
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The Ask:
Develop and rationalize a concept for a new self-help comic book for girls between the ages of 13-17.
The Insight: What Advice do Teen Girls Want?
We learned from our research that 70% of teenagers say that anxiety and depression are the biggest problems they face. For teen girls specifically, the primary sources for their anxieties are getting good grades, friendships, and their physical appearances. These are only three of the many anxieties they face, so our team decided to focus on what all these issues have in common: the feeling of uncertainty. 
Many female teenagers focus on how poorly situations can go as opposed to imagining ways they can handle the challenges they face. They get caught up on the "ifs" and feel powerless to solve problems. So we wanted our comic to challenge our reader's perceptions and remind the real-life problems have more than one solution.
We also wanted to create a comic that broke away from traditional linear storytelling to reflect life's complexity. Readers should not feel restricted to a single solution. They should feel that they are in control of their lives.
The Idea: I'm a Teen Girl, Now What?
Introducing I'm a Teen Girl, Now What?: The choose your own adventure comic series that teaches teenage girls how to overcome the challenges by showing them that they are in control of their lives. These self-help stories eliminate the "ifs" and show readers that they are never without options.  
This freedom of decision lets reader decide how characters solve their problems, the flow of the events, and how the comic ends. This highlights the truth that there is always more than one solution to every challenging situation.
Every monthly edition covers a different topic that causes anxiety for teenage girls. The character encounters a problem and is presented with multiple ways to respond. Each solution creates a branching narrative that guides the reader to an effective solution.
In the first issue of the series, Blake is starting her first day of gym class but feels uncomfortable changing into her gym uniform around others. The comic presents the reader with three options for how Blake responds. Each path leads to Blake discovering a new sense of confidence in her body.
It is impossible for any series to cover every potential scenario a teenager might face, that is why I'm a Teen Girl, Now What? will have additional sections dedicated to providing advice to teenage girls. Included in each comic will be:
  • What if this Didn't Happen to Me?: a section with stories from other teens that offer additional suggestions for ways readers can overcome their problems. These sections will let readers know that they are not the only ones seeking out information on these issues.
  • Frequently Asked Questions: An FAQ section where the comic writers answer questions from readers. The feedback from readers will be used to help the comic staff pick what topics to cover in future issues.
  • Advice from our Professionals: A place where guidance professionals provide additional advice and resources for readers looking for more information. This section will be written with the help of knowledgeable teachers, guidance counselors, and medical professionals.
I'm a Teen Girl, Now What? will be published primarily through Scholastic. More than 15% of Scholastic's books are published for teenage readers. The company's comic line, graphix, is one of the top selling publishers for graphic novels. The series will also be distributed through Barnes & Noble and amazon.
I'm a Teen Girl, Now What? will be promoted through the Scholastic Book Fair. program Each year, more than 12,000 book fairs happen in middle and high schools all over the nation. 
Because teenagers are spending more time on digital media, comics will also be available for purchase on a series website where visitors will also be able to submit questions and feedback to the creators that will help shape the direction of I'm a Teen Girl, Now What? This will allow for a greater degree of co-creation between the comic staff and the readers.
Each graphic novel will average 144 pages, and will be offered in three formats: hardcover, softcover, and digital editions. The series will start out with a limited release. Factoring in printing and distribution costs, first printing projections estimate a profit of about $41,454.50.