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Personal stories shine in Guiding

Making members feel heard, supported and appreciated

  • Content production
  • Content strategy
  • Copywriting
  • Design
  • Editorial
  • Illustration
  • Insight
  • Photography
  • Print
  • Social

The challenge

As Girlguiding’s main channel of communication, Guiding magazine (print and digital) and its accompanying social content needed to attract new members while retaining the loyalty of its long-serving stalwarts.

Volunteering can sometimes feel like a thankless task, so communications also had to make members feel heard, supported and appreciated.

Having long been a print-first organisation, switching to alternate print and digital issues, and then moving entirely to digital, meant supporting the organisation through a process of restructure and reprioritisation.

Illustration from Girlguides magazine

Our solution

We put personal stories and opinions from both girls and leaders at the heart of the content in a celebration of lived experience, marrying fun, powerful and relatable storytelling with essential updates and information.

Each issue, both print and digital, was themed, for a strong focus and to be seasonally relevant. We provided inspiration and ideas for members, by members with content that worked for its readership of volunteers and for Girlguiding as an organisation.

Girls and leaders were actively encouraged to use their voices and campaign for social and environmental causes, ensuring that Girlguiding retained its relevance as a forward-thinking, girl-centred organisation.

Annimated unicorn GIF

The results

With practical, accessible content covering everything from child safety and psychology to fundraising and getting to grips with social media, members were explicitly supported and better equipped to deal with the challenges of volunteering.

Members who were featured acted as advocates in finding new stories and successes to broadcast, creating a positive content loop.

Guiding magazine cover - "The International Issue"


read all/some of guiding (reader survey)


email open rate (higher than Girlguiding average)

4 minutes

average Foleon session

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