Broadcaster Ashley James named Girlguiding ambassador

Broadcaster Ashley James has today been announced as an official Ambassador for Girlguiding, the UK’s largest youth organisation dedicated completely to girls.

Ashley, who credits being a Rainbow and Brownie for developing her confidence, joins Girlguiding as an Ambassador ahead of International Women's Day and in her new role, will help empower girls and challenge change makers to develop equal opportunities for all girls. The role builds on Ashley’s 2024 support for the organisation when she helped launch the ‘For all girls’ manifesto, which set out Girlguiding’s asks of the incoming government. Ashley will represent Girlguiding at events, work with units/groups and lead on sharing the results from the annual Girls Attitude’s Survey.

As an activist and advocate for girls and women, Ashley will use her voice as a Girlguiding Ambassador to inspire girls to know they can do anything through championing equality and helping them amplify their voices around topics including body image, sexism and misogyny. She is consistently praised for her authentic commentary and raising awareness of the challenges women face as a commentator and presenter on the award-winning daytime show, This Morning, where she regularly dissects the news.

Of her new role Ashley says: “It’s a worrying time to be a girl or young woman in the current climate, where seas of change are making waves in the wrong direction as far as equality is concerned. Sexism and misogyny are rising and so much more must be done to tackle this damaging harm to girls and women. Girlguiding is needed more than ever as it offers a space where girls can thrive and build confidence.

“I have great memories of my time in Rainbows and Brownies, experiencing firsthand Girlguiding’s positive impact so it feels special to come full circle. After going to Parliament with some of the amazing Girlguiding young members last year, we delivered Girlguiding’s manifesto and called for the concerns of girls and young women to be taken seriously. I am honoured to take up the role as an official ambassador and help girls have their voices heard."

Ashley marked the centenary of woman’s suffrage in 2017 starring in Channel 4’s Celebrity Big Brother: Year of the Woman. Her fearless drive to lead important conversations which matter to girls and young woman has seen her career skyrocket and her powerful social media posts have been branded inspirational.

Angela Salt, Girlguiding CEO said: "We are delighted to welcome Ashley onboard as a Girlguiding Ambassador. She has already shown a big commitment to supporting us and all girls. As a recognised role model, she will help us to further amplify girls’ voices and inspire even more girls to know that they can do anything.”

Girlguiding’s vision is for an equal world where all girls can make a positive difference, be happy and safe, and reach their potential. It provides a space where girls can have fun and try new things without judgement, or the many pressures girls face in today’s world from everyday sexism, online pressures and social anxieties.

Girls from age 4 in the organisation’s youngest section Rainbows, right up to young women aged 18 in Rangers, are supported through the charity’s core programme which include age-appropriate activities and badges, wellbeing and resilience resources to challenge gender stereotypes.