Girls Can Do Anything: The Great Badge Drop

Girls as young as seven are experiencing a confidence crisis, driven by sexism, misogyny, loneliness and anxiety about their futures. Only one in four girls aged 7–21 feel very confident, yet girls in Girlguiding are 28% more confident, highlighting it’s life-changing impact.

Wanting to reach and empower more girls, particularly those from underrepresented backgrounds who report lower levels of confidence, Girlguiding needed to challenge any outdated perceptions. In response, it developed a purpose led multi stage campaign that brought one of Girlguiding’s most iconic elements to life, its badges. Dame Jacqueline Wilson and Angellica Bell were at the centre of a series of joyful, newsworthy moments helping to inspire and ignite national excitement around the 72 new badges, co-designed by 20,000 girls. Jacqueline Wilson surprised Brownies at a seaside sleepover spotlighting the Book Reviewer badge. The emotional national broadcast moment reached 21 million, through 93 pieces of coverage including a ten minute segment on BBC Breakfast. Momentum built with Angellica Bell’s ambassador appointment, unveiling badges from Calm spaces to Entomology. Securing 600 pieces of coverage including BBC Newsround, ITV and Sky News reaching 499 million. The impact was immediate and meaningful. Girl joining enquiries increased by 35% and volunteer enquiries by 83% in launch week alone. By combining authentic advocacy with strategic PR, Girlguiding didn’t just launch badges, it reached and empowered more girls to believe they can do anything, reminding the nation why at 115 years old it is still just as important and relevant to girls today.