Agency: JWT London
Awards: David Reviews ★★★★★
Best Charity Marketing Campaign of the year.
Despite its dusty image, for more than 100 years the Girlguiding charity has been a real feminist organisation,
empowering young girls and helping volunteers to become real role models.
With a waiting list of more than 70000 girls wanting to become brownies, Girlguiding was in urgent need of volunteers.
By twisting a misogynistic line, we proposed a simple but powerful idea that opened conversation, created huge Press coverage, but more importantly generated 1500 new volunteers in 3 weeks!