Champollion - Our Clients: Girlguiding UK

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Girlguiding UK provides a safe female-only space for almost 600,000 members across the country, helping them to achieve the skills, experience and confidence they cannot attain elsewhere. As it approaches its centenary in 2010, popular perception is out of kilter with this reality. Champollion has been charged with leading a priority project to update public opinion about the vitality of modern guiding.

We undertook thorough research about the contemporary values of guiding – consultation with the Executive Committee, focus groups with adult volunteers and surveys of young girls, as well as audits of opinion-formers and polls of the public – to identify the perception gap. Then we constructed a corporate narrative that explains how guiding is relevant to the needs of today's girls and young women, in order to close this gap. Now we are managing a comprehensive programme of message training, stakeholder relations and media initiatives to show how the organisation is ready for the challenges of the twenty-first century.

“Champollion has repeatedly proved to be very sympathetic to our internal culture while gently forcing us to face the need for reform. They have helped us to really understand our perception problems, and with intellectual rigour as well as a personable and energetic style they are helping us to find ways to address them.”

Denise King, Chief Executive, Girlguiding UK

www.girlguiding.org.uk