A Girl’s World: Sexism, Misogyny and The Power of Sisterhood - Girlguiding Uses Outernet to Launch Campaign
Girlguiding, the UK’s largest youth organisation dedicated to girls, has launched a powerful integrated campaign at Outernet, after new research reveals how the persistent threat of sexism, misogyny and harassment is impacting girls’ everyday lives and affecting their confidence, mental health and wellbeing.
Girlguiding’s new campaign will appear across Outernet's immersive screens in the Now Trending space from 26 September to 12 October as part of the organisation’s wider brand campaign spanning across digital marketing channels and out of home.
Girlguiding’s Girls’ Attitudes Survey found that in the past year, a staggering 68% of girls aged 11-21 have changed their everyday behaviour to avoid sexual harassment – when they’re out, at school and online.
The research also revealed:
1 in 10 (10%) girls aged 11-16 have missed school to avoid sexual harassment and nearly a quarter (24%) have stopped or reduced how much they speak up in class in fear of abuse.
86% of girls aged 11-21 have avoided going out when dark to keep themselves safe.
Over half (56%) of girls and young women aged 11-21 say they don’t feel safe on public transport on their own.
70% of girls and young women aged 11-21 say they have stood up for other girls experiencing sexism or misogyny.
Despite these challenges, Girlguiding’s research also highlights how girls and young women are coming together to support one another in the face of sexism and discrimination.
Over two thirds (70%) of 11-21-year-olds said they have supported another girl or young woman who had experienced sexism or misogyny, including 41% that said they had stood up for another girl who was being picked on for simply just being a girl, and 36% that have walked or sat with a girl who had been made to feel uncomfortable or unsafe due to misogynistic behaviour.
In response to the findings, Girlguiding has unveiled an impactful new campaign, A Girl's World: Sexism, Misogyny and The Power of Sisterhood, with the aim of raising awareness of the sexism and misogyny that girls are facing and its calls for public support in asking the Government to commit to making the UK safer for girls.
The campaign film, directed and produced by Girlguiding’s in house brand and creative team - in collaboration with digital experience agency, Bernadette, features a mixture of girls' voices from across the UK sharing their experiences of sexism or misogyny.
Using immersive sound and visuals, it places focus on close ups of girls' eyes and their voices, building and intensifying to highlight the scale of the problem, before the film cuts to black. The girls reappear on screen, as the film takes an uplifting shift, with girls sharing their hopes for the future. The film ends by asking members of the public to sign the open letter to ask the Prime Minister to commit to making the UK safer for girls.
Girlguiding took over the Now Trending space at Outernet London to launch the campaign at a closed event featuring a panel discussion chaired by Girlguiding Ambassador, broadcaster Ashley James, with author and investigative journalist, Cecile Simmons, Stylist magazine’s features editor, Holly Bullock, Girlguiding advocate Aishah and Andrea Simon, Executive Director at End Violence Against Women (EVAW).
Girlguiding’s film, ‘A girl’s world: sexism, misogyny and the power of sisterhood’ will play on rotation at the digital immersive space, Outernet NOW Trending, situated outside Tottenham Court Road tube station from 26 September to 12 October.
Amanda Azeez, Acting CEO of Girlguiding, said:
“Although a lot of progress has been made in creating an equal world, the stark findings of our research highlight how in some areas, like the treatment and behaviour that girls' face, things sadly haven't changed at all. Girls are not being treated equally and are consistently made to feel like they’re not enough. This is not only affecting their mental health but stopping them from being themselves.
“This campaign seeks to highlight not only how widespread sexism and misogyny is, but also the detrimental impact it’s having on girls in 2025. Told through the voices of girls themselves, we amplify their experiences and the changes they want and desperately need to happen to tackle the issue and help keep them safe.
“We’re extremely grateful to Outernet and everyone involved in helping to bring this powerful campaign to life. We believe every girl deserves to feel safe, valued and heard, and with support we are determined to drive real change for girls and young women in the UK.”
Jessica Dracup Holland, Chief Marketing Officer, Outernet said:
“Girlguiding is an iconic organisation that empowers its members and isn’t afraid to call out the issues young women and girls face and this report very much does that. Equally, it shows how women's strength is so powerful when we come together. We’re proud to host the campaign film on the Outernet screens and we’d encourage everyone to come and visit”
Led by girls and their experiences, the campaign film will run across digital marketing channels and out of home as part of Girlguiding’s wider brand campaign aimed at attracting more girls and volunteers to the organisation.
Partnering with media agency, Crafted, the campaign will run on Meta, TikTok, Spotify, YouTube, Netflix, display and digital out of home, from 24 September until 13 October.
Girlguiding provides a safe, supportive space for over 300,000 girls aged 4-18 across the UK, where they can be themselves, away from the pressures of everyday life. A powerful collective voice – by girls, for girls – changing the world for the better. To learn more about the campaign visit Girlguiding.org.uk