Girl Recruitment Campaign 2023

Brief

Produce a digital campaign for paid social to encourage more girls to sign up.

The creative had to be another beat of Girlguiding’s major brand moment “Girls can do anything.”

Creative Concept

After I pitched 3 creative routes we settled on “girls in their voice.”

The idea was to interview girls of all ages and ask them the same questions: What do you do for a job when you’re older? Why is tackling climate change important? When are you happiest? Why is Girlguiding important? The thought was that the 4-7-year-olds would be very silly and the older group would be very earnest.

We would then give the girls GoPro’s and let them run a round so we can see inside their world.

Impact

With all assets produced in-house, from concept to delivery, we exceeded the previous year’s results by 47% and had the best results in 5 years.

Final Assets