Girlguiding launches first awareness campaign
Girlguiding turns to social media – and Unilad – to expose everyday sexism.
Girlguiding has used negative commentary from media personalities to highlight the everyday sexism that women still suffer in a new video designed to challenge outdated perceptions and to encourage people to see the charity in a more modern light.
#ForTheGirl has been launched in the light of research by the charity that found 70 per cent of 11 to 21-year-old girls believe sexism is so widespread it affects most areas of their lives. The film and campaign directly target women aged 25 to 34, both as role models for the charity’s young members and as a key demographic for future volunteers and parents of girls who might join the charity. The campaign will be aired through a number of channels, including Unilad’s Facebook page.
“#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,” said 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.”