Girl Guides appoints Field to diversify membership

Girlguiding UK has taken on Sue Field as head of comms and publications as it tries to be seen as ‘modern and relevant’.

With 600,000 members in the UK, it is keen to move away from its image as an exclusively white, middle class, Christian organisation. One of Field's first tasks will be to co-ordinate a campaign to recruit more ethnic minorities and girls hailing from deprived areas.

'Communicating the message that guiding is for girls of all backgrounds, regardless of faith, race or culture, is vital,' said Field. 'The biggest challenge is to change perceptions of Girlguiding UK.'

She added: 'In the minds of so many, girl guides are frozen in time, but this is a modern, relevant organisation. Guides wear jeans, and uniform options range from a baseball cap to a hijab.'

Another issue is the 50,000 girls on the organisation's waiting list. Lack of free time and longer working hours mean it is facing a shortage of 'captains' for Guide troops.

Field reports to Girlguiding CEO Denise King, and is responsible for an in-house marcoms team of 21.

She was most recently marketing director at the independent Bethany School, in Goudhurst, Kent.

The role was previously held by Anne Moffat, who died in the 7 July London terrorist attacks.

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