Girlguiding, a leading UK charity for girls and young women, has launched its first ever awareness campaign that challenges outdated perceptions of women and encourages people to think twice about the charity.
The film, entitled #ForTheGirl, highlights the barrage of negative voices girls are exposed to every day through the media and promotes the charity's role in raising girls' aspirations, building their confidence and tackling inequality. It was developed in response to Girlguiding research which shows that 70% of 11-21 year old girls say sexism is so widespread that it affects most areas of their lives.
Produced with youth marketing agency Livity, the film shows a series of apparently positive scenarios for girls – but when the girls turn to camera or speak to each other, the voices heard are not their own. Instead they are the voices of familiar media personalities offering a sexist commentary on an aspect of female identity and their role in society.