The campaign flipped the once demeaning phrase ‘Know Your Place’ to become an empowering message with the aim of inspiring more volunteers to sign up and help the charity empower the next generation of young women.
Currently, there are over 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 aimed to recruit more volunteers to help meet the overwhelming demand.
The campaign included 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 will aimed to drive traffic to the website and more volunteer sign-ups. Retargeted ads will were distributed to users that have interacted with the initial posts for an extra push to sign-up.
The social activity will worked alongside a media partnership with The Pool that continued to engage the target audience on how and why Girlguiding is so important.
The social ads ran concurrently to an existing volunteer engagement programme. Girlguiding encouraged 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 were given regular campaign updates and behind the scenes materials through social media, magazines, and emails.
Lucas Peon, Executive Creative Director said: “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.”