Girlguiding UK

Lisa Belloni, Marketing Manager

J. Walter Thompson *Lead Agency

Emma Bass, Account Director
Lucy Moody, Senior Planner
Katia Schutz, Copywriter
Stefan Foster, Art Director
Sam Brooks, Account Director
Salome Vanleuven, Planner

We Grow Startups

James Schad, Founder

With more than 70,000 girls on the waiting list to join Girlguiding, there was an urgent need to recruit volunteers. We had to attract 1,000 additional volunteers in just one month AND, in that same narrow time frame, change perceptions of the organisation to continue attracting them in the long-run… with only a tiny media budget to achieve this. The 'Know Your Place' campaign dramatically changed perceptions of Girlguiding - increasing the likelihood of our audience to volunteer - and attracting 1,426 additional registrations, 43% above target.