Girlguiding UK
Campaign message: "50,000 girls are waiting to join Girlguiding UK. If you can spare 12hours a year, you will be helping them reach their full potential as young women."
Aim: To gain print and broadcast media coverage as a way to reach and recruit new volunteers for Girlguiding UK.
Number of people involved: 4
Launched: On-going
PR: Girlguiding UK do not advertise for volunteers. Instead they rely on their PR work. The communications team at Girlguiding UK use national media to maintain the organisation’s high profile. But to actually recruit the volunteers they need Girlguiding UK rely on local and regional media coverage.
The organisation has mapped the areas of the UK where they most need to recruit volunteers and concentrate on working with the media in those regions. They rely heavily on case studies to place stories in the media. Watch the clip from the regional BBC programme Inside Out featuring Vanessa Feltz interviewing lots of Girlguiding UK volunteers.
Girlguiding UK also ask their current volunteers to become volunteer press officers or "Public Relations Advisers" for their area. The head office provide them with press release templates and basic media training.
Online activity: Girlguiding UK direct potential volunteers to their website www.girlguiding.org.uk.
Outside agencies involved: None
Results: One small feature on the BBC regional programme (London) Inside Out led to Girlguiding UK receiving 100 calls from people interested in becoming volunteers for their organisation.
Contact: Neill Young www.girlguiding.org.uk
