Free Being Me media campaign. PR Network: Going behind the headlines, 13 April 2015

Free Being Me

media campaign

Cat Ferris, PR officer, Girlguiding

@cat_ferris @Girlguiding

Girlguiding

Girlguiding

What some people think we look like..

What guiding looks like today…

Free Being Me

Girlguiding and body confidence

Free Being Me: Background to campaign

• October 2013: Dove and WAGGGs announce

global partnership

• Coverage in The Times and other national

publications

• March 2014: UK version of Free Being Me

ready to launch

Campaign concept

• A body confidence ‘revolution’

• Reaching 400,000 young people by 2016

• 1000 young women in guiding trained as

Peer Educators

• To tackle growing body confidence crisis

Research

Girlguiding’s Girls’ Attitudes Survey 2013:

• One in five girls of primary school age say they have

been on a diet

• 38 per cent of girls aged 11-to-21 say they have

sometimes skipped meals to help lose weight

• One in four girls aged between 11-to-21 would

consider cosmetic surgery

• 87 per cent think they are judged more on looks than

ability

Working with an external PR agency

• Supportive quotes and research:

Lucy Attley, Dove UK and Ireland Brand Director,

said: “Low body confidence is a serious issue that is

having a vast and damaging impact on the quality of

life of many young girls in the UK.”

What girls are missing out on because they don’t

like how they look:

Swimming (34%)

Running or jogging (22%)

Gymnastics (17%)

Joining team sports or activities (23%)

Putting their hand up in the classroom (23%)

Sell-in

Collateral

Body confidence

case studies

Daily Mail response

Evaluating the campaign

• Doubled KPIs

– 20 x national print/online

- 3 x national broadcast

- 8 x regional print

- 3 x regional broadcast

- 3 x magazines online

• Follow up interest from Woman’s Hour

and Children & Young People Now

What worked well…

Learning points..

• Aligning digital and PR campaigns

• Working with external PR agency

• Provide journalists with full package –

pictures, filming opps, interviewees.

Thank you!

Email: [email protected]

Twitter: @cat_ferris

www.girlguiding.org.uk

@Girlguiding

#GirlsMatter

PR Network

13 April 2015

London

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