Know Your Place campaign

Girlguiding / J. Walter Thompson


There were over 70,000 girls on the waiting list to join Girlguiding, who were missing out because there weren’t enough volunteers. The task was to get an additional 1,000 volunteer registrations, with limited spend and a campaign running for just one month.

Recruiting time-poor 25-34 year old women in the run up to Christmas was challenging. To encourage sign-ups we first needed to change perceptions of Girlguiding from old-fashioned to relevant. With a limited budget the creative idea needed to cut through, particularly in the months before Christmas, when other charity brands were spending millions on TV advertising.

This is the story of how our provocative campaign ‘Know Your Place’ resulted in an additional 1,426 volunteer registrations, whilst changing perceptions of Girlguiding and making people in the target age range more likely to volunteer in future.

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