VCCP launches Girlguiding brand refresh campaign
Girlguiding set to challenge outdated perceptions in largest brand refresh in its 113-year history.
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Girlguiding, the UK’s largest youth organisation dedicated to girls, has announced the largest rebrand in its 113-year-old history in partnership with global brand transformation agency Landor & Fitch, media agency VCCP Media and earned creative agency Seven Communications.
In 2018, Girlguiding recognised an opportunity to refresh its brand to bring it in line with its newly overhauled programme of badges and activities, and core goals: to increase appeal amongst girls in the UK, to attract new volunteers, brand partnerships and investment, and to present as a modern and dynamic youth organisation that equips girls for the future and gives them a safe space.
In 2019, the organisation started working on plans with the aims of the rebrand identified to champion imagination and celebrate collective adventure, exploration and curiosity across all four individual Girlguiding sections, Rainbows, Brownies, Guides and Rangers, while fulfilling its new purpose of helping girls to know that they can do anything.
Credits
View on- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
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Credits
View on- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
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Credits
powered by- Agency VCCP/London
- Production Company Girl&Bear (In-House at VCCP/London)
Amanda Azeez, Director of Communications, Marketing & Fundraising, Girlguiding, comments: “We’ve been creating unforgettable, empowering experiences for girls for over a century. To enable us to continue in our mission and reach even more girls and volunteers, we needed to look at how we’ve evolved over this time and address outdated perceptions holding us back. Working closely with Landor & Fitch, Seven Communications and VCCP we’re excited to relaunch on International Women’s Day as part of our continued drive to inspire all girls that they can do anything.”
The integrated advertising brief sees VCCP Media deliver paid media activity with creative development from VCCP London and Girl&Bear, VCCP’s global content production studio, who handle production.
As Girlguiding’s media agency, VCCP Media are responsible for the strategic and commercial media campaign amplification aimed at driving re-appraisal of the 113-year-old organisation and encouraging volunteers and girls to become members.
Tara Marus, Joint CEO at VCCP Media added: “We have a big opportunity to challenge perceptions about Girlguiding and it is critical that we all work together to maximise the impact across every single contact point with the audience.”
