J. Walter Thompson: Girlguiding #KnowYourPlace

J. Walter Thompson’s first work for Girlguiding flips the demeaning phrase “know your place” on its head to become an empowering message.

The campaign’s objective was to recruit 1,000 volunteers to help the charity inspire the next generation of women. Girguidling also used this campaign to launch a new brand purpose that embeds itself perfectly within the women’s movement.

#KnowYourPlace includes a hero film, posters, a dedicated campaign landing page, targeted social ads, a media partnership with The Pool, and an engagement programme for existing volunteers.

Read more on jwt.com