CLIENT
Girlguiding
→Campaign Strategy
→Content production
→Creative assets
→Campaign launch
→Media relations
Fabric Of Girlhood
CAMPAIGN
By combining data-led storytelling, strategic partnerships and earned media, we helped turn the uniform redesign into a wider national conversation around confidence, identity and self-expression.
The campaign generated almost 1000 pieces of media coverage across national, lifestyle, parenting and consumer titles and over 40,000 views on socials, taking the story beyond Girlguiding’s existing membership and reaching families, educators and prospective members across the UK.
The breadth of coverage helped amplify Girlguiding’s mission and position the organisation as a modern, inclusive movement that continues to evolve alongside the girls and young women it represents.
The results
The brief
Girlguiding partnered with us to launch its first full uniform redesign in more than 30 years. Co-created with 55,000 girls and volunteers, the new collection represented far more than a new look - it was a milestone designed to champion confidence, self-expression and belonging for a new generation.
We developed an integrated campaign to position the redesign as a cultural moment, celebrating the voices of girls while reinforcing Girlguiding's mission to empower young people across the UK.
Approach
Working with the Girlguiding team, our campaign combined newsworthy research, compelling storytelling and meaningful partnerships to broaden the conversation beyond a product launch.
Our work included:
Developing the campaign narrative around confidence, self-expression and belonging.
Delivering a national media strategy supported by proprietary research exploring girls' attitudes towards confidence, fashion and self-expression.
Securing media coverage across news, lifestyle, parenting and consumer titles to maximise awareness of the launch.
Identifying and activating a partnership with sustainable fashion designer Lydia Bolton to create a series of upcycling workshops, reinforcing the campaign's sustainability credentials.
Creating campaign assets and editorial content to support media engagement and storytelling.