Girlguiding is the UK’s largest youth organisation dedicated to girls.
Girlguiding
Real Role Models
In 2012, Girlguiding’s annual Girls Attitude Survey identified a “role model deficit” among girls and young women - with most coming from reality TV - which raised concerns about the impact on their ambitions for adult life.
I created a press release-led campaign which resulted in coverage in national print, broadcast and online media. It was also picked up by more than a dozen BBC local radio stations, for which I briefed the Chief Guide for a series of live broadcast interviews. I also secured endorsement from a number of leading female public figures from the worlds of business and politics.
Following the initial coverage, I commissioned a series of video case studies on ‘Real Role Models’: successful women of all ages in a wide range of careers around the UK. I researched and secured video interviews with 12 inspirational women, interviewed them on camera and directed the video shoot in collaboration with our in-house videographer and freelance sound engineer. These were then launched on YouTube and promoted via social media.
Diane Messidoro (children's author)
Dame Anne Richards (finance executive)
Alex Culvin (profesional footballer)
Pinky Lilani (chef, businesswoman and campaigner)
Naomi Shimada (model and author)
Jo Swinson, Madeleine Moon and Esther McVey (members of parliament)
Mary Sanders (construction planner)