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jillpyle.ca

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university

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Jul 28, 2006 10:13 a.m.

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johnst.com
girlguides.ca
cbc.ca
gadgets.elliottback.com

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Why Girls Need Guides

Source: http://www.jillpyle.ca/blog/?p=18

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Last week in my PR management class we discussed the Girl Guides most recent recruitment campaign.

Here are two of the print ads developed by john st., a Toronto-based advertising firm:

“Using the tagline, ‘Why girls need Guides,’ the ads point out the need for balance in an age where the average child watches 22 hours of television a week, and sexy or objectifying ads are popping up everywhere a young girl looks – from bus shelters, to school hallways, to the Internet�.

“The exciting multimedia campaign aims to show parents why, in an image-obsessed culture, Guiding is more relevant than ever.� (Source)

My entire PR management class (a group of approximately 20 women and two men) was shocked to see that CBC portrayed the campaign in such a negative light. It seems that everyone they interviewed completely missed the point.

Some people are saying that the ads are too risqué. To me they look like watered-down versions of ads that we are exposed to everyday. I think it’s obvious that the Girl Guides aren’t trying to associate themselves with the “background� images. They are using these images to grab the attention of parents and get them thinking critically about the messages that their daughters are constantly being exposed to.

So what do you do when your target audience responds to an ad in a way that you didn’t anticipate?

First, I think it’s essential to listen carefully to feedback. Ideally, you will then reevaluate your campaign and respond appropriately. Depending on each campaign’s unique circumstances, the level of response and adjustment may vary. Ultimately, I think that if you believe in your campaign, you should stand behind it. This does however require common senses, which can easily be taken for granted.

It looks like the Girl Guides have been adapting while continuing to stand behind their idea. It appears that they may have pulled one of the more controversial ads, which featured a fake pop star with the hit song Taste Me Again. They have chosen not to make the PDF of this ad available on their website.

In efforts to support and help clarify the ideas behind the campaign, the Girl Guides are now providing background information on their website and have launched a microsite.

It should go without saying that research is an essential part of any communications or marketing plan. In many cases, research can save you from launching a campaign that will be rejected by your target audience. Never underestimate its value.

As Otto von Bismarck said, ‘Only the fool learns from his own mistakes. The wise man learns from the mistakes of others.’

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