I spotted this campaign earlier in the week on Facebook and as the mum of a little girl I absolutely love it.
The aim of the campaign is to challenge perceptions of the way society talks about gender and the assumptions they make. The video highlights the negative messages that girls are exposed to everyday, which create inequality from an early age.
The film was produced by youth marketing agency Livity and shows a number of scenarios where a girl starts speaking and the voice of a high-profile person making a sexist comment is heard instead.
Shockingly, Girlguiding’s research shows that 70% of 11-21 year old girls say sexism is so widespread it affects most areas of their lives and the film promotes the charity’s role in tackling this and empowering girls and young women.
Girlguiding’s Communications Director, Becky Hewitt, said:
“Every day, girls in the UK are exposed to a wide range of sexist comments and we know from our research that this has big impact on how girls feel about themselves and what they can achieve.
“As the leading charity for girls and young women in the UK, we really wanted this campaign to highlight those experiences and show girls they don’t have to stand for them.
“Some people have outdated misconceptions about Girlguiding and we really wanted to challenge these and celebrate the modern, diverse and exciting organisation that we are today!
“Girls in guiding have the opportunity to do everything from international travel and outdoor adventure sports to speaking out for change, and we really wanted to reflect this in our campaign.
“We hope it makes people think twice about the impact sexist behaviour can have on girls and women, while showcasing how Girlguiding is leading the charge to equip them with the building blocks they need to fulfil their potential.”
What you can do to help
Girlguiding is calling on high profile figures and members of the public to share the film on social media to show their support #ForTheGirl.
For more information about how to get involved with Girlguiding, the leading charity for girls and young women in the UK, visit their website.