The effort it targeted at females of all ages with a message of self-confidence to "rock" at what every they do, whether that be playing a guitar, writing a song, or something completely different, according to the company.
"This isn't about selling a guitar. This is about creating a revolution, a Girl Rock Nation. And you can't have a revolution without an army," said Fender's VP of Global Marketing, Richard McDonald, in a statement."This initiative is about creating a place that gives these girls a resource and a place to learn how to rock, not only in the musical sense but also as a person."