Gender stereotypes versus Girlguiding reality
An inside look at our new campaign
We’ve launched a campaign to get more people talking about what Girlguiding is and the impact we have on girls’ lives.
Thanks to our girls and volunteers, we have a 114-year history of showing girls they can do anything.
We show girls from 4 to 18 a world of possibilities big and small. One where every girl can laugh, learn and have adventures. Through our programme and far beyond.
Want to join the fun?
How gender stereotypes impact girls
We stand for a better world for girls. A world where the things they care about are heard and girls can do anything they want to do.
We’ve recently commissioned new research that reveals the devastating impact gender stereotypes have on girls.
- 68% of girls say gender stereotypes make them feel less confident.
- Over half (51%) of girls and young women say they have been told they can’t do something because they’re a girl.
- Nearly half (49%) say that being a girl has stopped them from doing activities like speaking up or joining a sports team.
Our campaign inspires girls to know they can do anything.
Testing gender bias in AI
We’ve launched a campaign to get more people talking about what Girlguiding is and the impact we have on girls’ lives. It’s an exciting time for us to shout about what we do, the impact our volunteers make and encourage more people to join us.
We asked AI (artificial intelligence) to show us images of people doing things like taking the lead, fixing things or building a campfire.
AI generated pictures of men highlighting the continued gender bias society has of these skills.
Because AI doesn’t always show what girls are capable of.
So we decided to give things a bit of a Girlguiding twist to show what girls can really do...
Our campaign
Behind the scenes
Our campaign video shoot was managed by a team of all women and some were even ex-Brownies themselves! Behind the scenes, we let girls run wild. They captured everything on old school digital cameras for you to see the laughs, smiles and fun challenges.
Take a look at some of the pictures.
Let’s show the world what we do best
Girlguiding is what each girl wants it to be. It might be the thrill of doing something for the first time. Like putting leadership skills to the test, fixing a bike or playing football. Songs around a campfire. The buzz of getting a new badge. Coming home exhausted and full of stories.
Will you help us share the magic of Girlguiding with others? Send our campaign video to a friend.
