Girlguiding / Volunteer With Us

Client / Girlguiding

Director / Phoebe Brooks

Producer / Jenny Garrett

Director of Photography / Charles Mori

Editor / Ben Harding

Creative Director / Guy Saville

During the pandemic, the number of Girlguiding volunteers fell dramatically. When things opened up, the demand from girls was high, but there was still a severe shortage of volunteers.

Our campaign to address this focused on the emotional rewards of volunteering, the small moments that kept people coming back week after week. We cast real volunteers and girls, and used games and improvisation to help our contributors deliver natural performances.

The success of the campaign was in large part thanks to our use of target demographic insights. Our suite of social-optimised, bite-sized films allowed us to effectively engage with Girlguiding’s existing audience, as well as converting new volunteer sign-ups.