CASE STUDY
GIRLGUIDING ANGLIA

Highlighting what’s possible through the gift of volunteering.

A volunteer recruitment campaign promoted during Volunteers’ Week to support the recovery and future growth of Girlguiding in the region.

THE CHALLENGE

After a successful first year of the Pass it On campaign, focused on recruiting much needed volunteers into Girlguiding, we needed to update the campaign for year two, highlighting the impact, however big or small, that volunteering can have on the next generation.

OUR APPROACH

We chose to once again leverage the national buzz that’s created by The Big Help Out, which this year, marked the start of Volunteer’s Week. And, in order to really show the impact on girls, we chose to make a video that would showcase all the different aspects of Guiding, and just what each leader means to the girls in their unit. Utilising the excellent facilities at Hautbois Activity Centre, we brought together over 50 girls and volunteers for a day of filming with our videographer Joe Harrington.

THE SOLUTION

The 2 minute video was based around the proposition of ‘you can, she can’. Demonstrating how each individual quality a volunteer possesses, can lead a girl to do something amazing. Key lines such as ‘share your sense of adventure, so she can climb a mountain’ formed the brief for specific shots for the video, alongside direct to camera quotes from girls. 

The video, cut up into snippets for social media and showcased in full on Girlguiding Anglia’s website and organic channels was launched as part of a digital advertising campaign alongside Volunteers’ Week. Using targeted Meta advertising and leveraging Global Media’s video advertising network the video was seen nearly a quarter of a million times and the feedback was overwhelmingly positive. Not only did it inspire new volunteers to enquire with Girlguiding, it reinforced just how cherished and special existing volunteers are to each and every girl member they empower in their units.

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