Girl Guides of Canada: Fire songs

Girl Guides of Canada (GGC), a non-profit organisation, encouraged girls in Canada to join the organisation by reimagining traditional campfire songs to inspire girls to speak their mind.

Campaign Summary

Girl Guides of Canada (GGC) is a long-established non-profit that helps girls discover their potential and support one another. To reignite declining membership after the pandemic put a stop to in-person meetings, we needed a loud way to rejuvenate interest and show families that amazing things happen when girls get together.

We reimagined a familiar Girl Guides moment – campfire songs – and created 'Fire Songs': modern interpretations that celebrate important themes like ambition, inclusion and individuality. Launched like a band, on Spotify and YouTube, Fire Songs ignited interest and got girls singing proudly.

Campaign Goals

Rejuvenate GGC's...

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