A volunteer recruitment campaign to support the recovery and future growth of Girlguiding in the region.
THE CHALLENGE
As the largest region in the country, Girlguiding Anglia has been successfully creating opportunities for girls for many years. However, like many volunteer-led charities, the pandemic proved challenging, some volunteers reevaluated where they would spend their time and the region saw a drop in both retention and recruitment. With a growing number of girls on waiting lists to join, Girlguiding Anglia made volunteer recruitment a strategic priority for the region.
OUR APPROACH
Using a mixed methodology of quantitative and qualitative research we were able to understand the thoughts, opinions and experiences of hundreds of volunteers. This combined with our category research and analysis of the new national brand led us to create a campaign proposition that highlights how important existing volunteers are to Girlguiding and how every person has something special about them that they could share.
THE SOLUTION
Pass it on aims to encourage potential volunteers to share what’s special about them with the women of the future. Using a mostly typographical approach, the creative features characteristics that everyone can identify as having within themselves. Consciously not focussing on skills or life experiences, the campaign aims to show just how accessible volunteering for Girlguiding is, while also featuring a bold and direct ask, something our research found tends to be missing in campaigns of this nature.
Working within the new Girlguiding brand, the campaign uses the masterbrand palette of blues and white, intentionally steering away from the distinctive colours of the individual units; Rainbow’s, Brownies, Guides and Rangers to lead people on a path to discovering more about Girlguiding as a whole, and where the need is greatest in their area.
The campaign launched to coincide with the Big Help Out, a national day of volunteering as part of the coronation of King Charles III. A launch event at The Forum in Norwich saw 60 courageous volunteers and supporters abseil down the side of The Forum to raise awareness of Girlguiding, while activities for adults and children took place safely on the ground. The event was attended by the Lord Mayor and Sheriff of Norwich, and conservationist and CBeebies presenter, Jess French who also took on the abseil. The event was also featured on BBC, ITV and local radio stations.
The launch event is complemented by a region wide digital radio advert and social media campaign plus out of home advertising in four major cities in the region. In addition, all 3,500 Girlguiding units in the region will receive a community recruitment pack containing posters and leaflets to recruit at grassroots level, plus thank you cards and keepsakes for every single volunteer that makes guiding possible today.
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