Girlguiding has a new purpose that embeds itself perfectly within the women’s movement that became so strong this year. And reinvigorates its relevance. It inspires women to join Girlguiding to explore their strengths.
And it does so by flipping the phrase, Know Your Place, which has been used for centuries to create subservience.
Lucas Peon, executive creative director at J. Walter Thompson London, commented, “The idea of taking something disempowering and making it ‘empowering’, makes a really strong statement about the affect these sorely needed volunteers will have on these girls’ lives and the force of change they can become.”
The aim of the campaign is to inspire more volunteers to sign up and help the charity empower the next generation of young women. Currently, there are more than 70,000 girls and young women across the UK unable to access the huge range of activities that Girlguiding offers, as they wait for more volunteers to sign up.
The campaign is J. Walter Thompson London’s first work with Girlguiding. it includes a hero online film, posters, a dedicated campaign landing page and website updates, video ads across Twitter and Facebook, a media partnership, and an engagement programme for existing volunteers.
The targeted Facebook video and Twitter ads aim to drive traffic to the website and more volunteer sign-ups. Retargeted ads will be distributed to users that have interacted with the initial posts for an extra push to sign-up. This will be helped by a media partnership with The Pool that will continue to engage the target audience on how and why Girlguiding is so important.
The social ads support an existing programme to encourage volunteers to promote the campaign within their communities via posters, leaflets and local press. Volunteers are also featured in the campaign film and photography, and have been given regular campaign updates and behind the scenes materials through social media, magazines, and emails.
Sally Illsley, deputy chief guide, noted, “The spirit of the campaign is to turn the old fashioned idea that a woman should know her place on its head and reclaim it to make clear that a woman’s place is wherever she wants it to be. If you’re someone who would like to help inspire and empower a generation of girls and young women to find their place in the world then volunteering with Girlguiding is the chance to do just that.”
Credits:
Creative agency: J. Walter Thompson London
Executive Creative Director: Lucas Peon
Creative Director: Chermine Assadian
Creatives: Katia Schutz & Stefan Foster
Agency TV Producer: Rosanna Lawson
Planners: Lucy Moody & Salome Vanleuven
Business Director: Emma Howarth
Board Account Director: Sam Brooks
Account Director: Emma Bass
Creative Producer: Romana Kit
Media Consultant: James Schad @ We Grow Startups
Production Company (Film): Somesuch
Director: Raine Allen Miller
Producer: Tarquin Glass
Editor: Matt Newman @ Hogarth @ Grey London
Sound: George Castle @ Grand Central
Colourist: Jack McGinty @ Time Based Arts
Production Company (Stills): Lemonade
Photographer: Yann Stofer
