About Us

Libby Crawford, Executive Director

With over 40 years in pageantry Libby is no stranger to all aspects of pageantry which gives her an expert insight and understanding of the industry as a whole.  

Libby has been married for 33 years and together they have 3 children.  She loves reading, cooking, crochette, documentaries, and currently is learning to garden.

My Story:

A founders message

Luke 12:48 "For everyone to whom much is given, from him much will be required" is a portion of this scripture that stood out to me many years ago.  My Journey of service began in 1996 when I entered my first pageant for the married woman and I learned we needed a platform.  Year after year I worked hard as a volunteer.  I rocked babies in the local childrens hospital, advocated and volunteered at the state food bank, give yearly to our veterans locally, worked on advocating for domestic violence, raised funds for breast cancer and passed a law for the benefits of children with special needs, all while being a wife and mother.  Sounds like a lot right, it was but I loved it.  In fact, it became a family affair.  I feel great about the changes I was able to make in the lives of others.  It made me curious that the pageants that claimed to want someone like me, continued to pick someone not like me.  I set out to change that in 2018.  I set out to recognize women that serve, women that continue to give to their communities with our without a crown.  The highest calling, in my opinion, is gifting of your talents and service to others. The United Service Award, which started as a pageant, has now become a stand alone entity dedicated to that very purpose, honoring Women of Purpose, women that serve.

Our  Vision

Seeing a sisterhood of service minded women come together to grow this program and make it a yearly conference and award presentation event that inspires, uplifts and empowers women through networking and communication, a true sisterhood of women of purpose.  

Our Mission

We aim to celebrate women that serve and change the way women are recognized for their service while giving them the option to use the "Ambassador" benefits to open the door to community engagements and purpose.  

Our Why

40 years in pageantry as a contestant, successful coach, judge, Executive State Director to becoming a COO of a National/International pageant organization, Libby would say she has been on all sides of pageantry.  She started her own pageant system USA WORLD UNITED and MOTHER DAUGHTER USA/International Pageants in 2017 where 100% of your interview was solely based on your community envolvement.  Covid hit  and two years later, coupled with the changes in pageantry in the last 3 years, our vision for the program shifted. Libby ontinues to see so many women not recognized for their service so she made the decision to shift focus and create a service Award instead of a pageant, allowing women to be recognized for their community contributions.  It just seems right to honor those women and honor  them as Ambassadors of Service with our United Service Award.

Kristi Lucas, Executive of Program Management

Kristi, a wife and mother, advocates for girl empowerment, builds youth self-esteem as a Certified Self-Esteem Coach and "Girls on the Run" Volunteer.

Starting pageants at 14, she earned titles like Miss Oregon USA 2002 and Mrs. Oregon America 2018. She holds a Business Management degree and received The President’s Volunteer Service Award in 2020.