That’s What Girls are Made of X Girlguiding
Girlguiding tasked our team to spread the news that, from International Day of the Girl, girls can now join Rainbows from four years old.
The client also wanted to use this moment in time to shift perceptions of Girlguiding, by challenging outdated stereotypes and showing girls that whatever they are made of; Rainbows is a place for them.
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Our creative team challenged the tired adage that little girls should be ‘sugar, spice and all things nice’ with #GirlsAreMadeOf - a campaign to shift perceptions of both young girls and Girlguiding.
Partnering with the brilliant female photographer Emily Stein, we captured a series of images reflective of the true ‘face of four’, then exhibited them at Girlguiding HQ in London.
My role was brainstorming and refining the idea, researching photographers, finding and booking a local studio, and shooting BTS content on the day of the shoot.
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A hardworking press campaign delivered over 50 pieces of coverage including the Evening Standard which reported: “Nursery rhymes might suggest girls are just “sugar and spice and all things nice” but an exhibition now open in London is challenging that dated stereotype.”
“Energy, positivity, creativity. You’re helping us create honest comms and bold creativity to help us reach our joint aspirational goals.” - Hemma Gooljar, Girlguiding
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54 pieces of message rich coverage
Over 1,000,000 social reach
16 rainbows starring in our campaign
