CAMPAIGNS: Girlguiding UK offers a taste of workplace - Community PR

Client: Girlguiding UK PR Team: Lawson Dodd Communications Management Campaign: Annual Take Our Daughters to Work Day Timescale: November 2002 - April 2003 Budget: £26,000

Girlguiding UK ran its second Take our Daughters to Work Day on 3 April, where employers are encouraged to allow girls aged ten to 14 into the workplace. Along with raising the profile of Girlguides UK, the event aims to give girls a taste of work and introduce them to a variety of careers.

Objectives

To increase public awareness and beat last year's number of 20,000 girls taking part.

To secure the endorsement and support of high-profile individuals and organisations.

Strategy and Plan

Four audiences were targeted - girls, parents, employers and opinion-formers - through media outlets including national newspapers, female lifestyle magazines, teen titles, broadcasters and the internet. Space was at a premium for the national press and broadcasters as the campaign coincided with the start of the Iraq war.

Success relied on media coverage prior to the actual day, so different angles were developed. Case studies featuring participants from the previous year were aimed at the teen press, while research from an online census was used to attract interest from newspapers and womens' magazines.

For the former, releases centred on girls' attitudes to education were aimed at social affairs correspondents, while information about their career aspirations was sent to the latter.

A number of individual and organisational sponsors were asked to lend support.

Measurement and Evaluation

Coverage was obtained in Ideal Home, Blush, Eastern Daily Press, the Mail on Sunday, Choice FM and the BBC website, as well as on Richard & Judy and This Morning.

Of those, 75 per cent of the coverage mentioned the actual campaign.

Support was also gained from high-profile individuals including Cherie Blair and Cabinet Minister Patricia Hewitt.

Results

Over 40,000 girls took part, double the previous year's figure. Senior writer on teen magazine Blush Gina Finegan says: 'It was very effective, especially the case studies, which were of real interest to our readers.'

Tesco and Marks & Spencer lent their support, with campaign branding appearing on sandwich packs in Tesco, and branded Marks & Spencer leaflets being mailed to over 5,000 secondary schools.

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