Girlguiding seeks to modernise

Watch the new Girlguiding campaign here.

Girlguiding UK has launched a campaign to raise awareness of the image issues facing teenage girls.

The campaign coincides with Girlguiding’s annual Attitude Survey, which aims to highlight the pressure that young girls face to be attractive and ties in with the organisation’s efforts to lobby Government over airbrushed images in advertising.

The annual survey and ad camapaign are part of an ongoing drive to modernise perceptions of Girlguiding.

The campaign includes outdoor ads and an online video ad which highlights some of the “shocking facts” revealed by the Girlguiding survey.

Almost half (48%) of teenage girls would consider a medical procedure to change the way they look and (47%) believe that the pressure to look attractive is the most negative part of being female.

The 40-second ad, which was created by animating 600 still images together in sequence, is launching first online via YouTube but Girlguiding plans to take the campaign on to TV.

It was created by ad agency Creative Orchestra.

Girlguiding launched a petition in August calling for Prime Minister David Cameron to introduce compulsory labelling to distinguish between airbrushed and natural images in advertising.

Leah Parsons, Girlguiding UK’s youth panel Advocate, says: “Our petition to label airbrushed images came out of some of the findings of the Girls Attitudes Survey last year and it is interesting to see further evidence of the pressure on girls and young women reflected in this years’ results.

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