Youth charity Girlguiding, which includes the Rainbows, Brownies and Guides youth groups, as well as a senior section for 14 to 25-year-olds, has launched #ForTheGirl, a campaign designed to challenge outdated misconceptions of the organisation.
The campaign uses negative commentary from media personalities to highlight the ongoing problem of everyday sexism. The focal point of #ForTheGirl is a video produced by youth marketing agency Livity, which highlights the “barrage” of negative voices girls are exposed to through the media.
The video (see below) depicts girls in a series of apparently positive scenarios, but as they develop, voiceovers from a variety of media and entertainment personalities, including John Inverdale, Joey Essex and Katie Hopkins, force viewers to think again.
“#ForTheGirl highlights the level of sexism and inequality girls face in their day-to-day lives and through the mainstream media, and reminds them that they don’t have to accept it,” commented Becky Hewitt, communications director at Girlguiding.
“We are calling on everyone to join girls in challenging sexism whenever and wherever they see it to build a fair future for girls everywhere.”
Earlier this year the charity began its digital transformation with the launch of an all-new website.
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