Markel

Third Sector Awards 2018: Marketing Campaign of the Year - Girlguiding for Know Your Place

Awarded to the best charity marketing campaign of the year. Examples might include the successful marketing of an organisation's products, services or membership programmes, or the use of affinity marketing

What was the aim?

More than 70,000 girls wanted to join Girlguiding but were missing out because there weren't enough volunteers. Girlguiding’s challenge was to get an additional 1,000 volunteer registrations, with limited spend and a campaign running for just one month. The target audience was time-poor 25 to 34-year-old women who could become long-term volunteers. Research found that when this audience give their time they will volunteer only for charities they see as really worthwhile, so the organisation needed to challenge the prevalent view that Girlguiding was outdated.

What did it involve?

The campaign, delivered in partnership with the agency J Walter Thompson, focused on how volunteers help girls gain confidence while becoming more confident themselves. The demeaning phrase "know your place" became the empowering message that a woman’s place is wherever she wants it to be. The campaign message was delivered through social media, as well as through posters, flyers and press adverts to be used by existing volunteers in their local areas.

What did it achieve?

The campaign surpassed its main target, delivering 1,426 additional volunteer registrations, a 111 per cent increase compared with the weeks before the campaign. This has resulted in more than 750 additional people volunteering for Girlguiding. A survey found that 61 per cent of people said the campaign had changed how they felt about Girlguiding in a positive way. The target audience's potential to support Girlguiding in the future rose from 23 per cent before the campaign to 47 per cent afterwards.

Finalists

British Heart Foundation for Heart Matters acquisition campaign

The Children's Trust for The Brain Injury Community Service Relaunch

NSPCC for Light Up Christmas For Children

Roy Castle Lung Cancer Foundation for #HeadHigh

Teach First for Each Child. Each Future.

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