Girlguiding Scotland’s WOWwoman campaign backed by First Minister


First Minister Nicola Sturgeon, trail-blazing Formula One driver Susie Wolff, and Scottish Women’s Football captain Gemma Fay are among inspiring backers of Girlguiding Scotland’s new WOWwoman campaign which aims to celebrate role models and encourage girls to take the lead.

Girlguiding Scotland’s WOWwoman campaign is encouraging girls and young women to share who makes them say ‘WOW’ in an exciting new initiative that will see girls explore what it means to be a role model and discover their own leadership potential.

It follows new research from Girlguiding which shows less than half (49 per cent) of girls aged 11 to 16 feel inspired by a role model often or most of the time, while for 17 to 21-year-olds this figure drops to just 40 per cent.

Research also found that only 35 per cent of girls and young women aged 17 to 21 believe men and women have the same chance of succeeding in their chosen jobs while only 60 per cent of girls aged 11 to 16 say they would like to be leaders in their chosen career.

Girlguiding Scotland’s WOWwoman campaign aims to tackle concerns around a lack of role models and gender equality, and encourage girls to see themselves as the leaders of tomorrow.

Through a series of interactive challenges, the charity’s nearly 50,000 young members will have the chance to explore what it means to be a role model, discover their own leadership potential and shout about who inspires them.

First Minister Nicola Sturgeon has backed the campaign, saying: “I’m delighted to be named a Girlguiding Scotland WOW woman

“It’s so important that girls and young women are able to see positive role models around them – that’s how they are inspired to become the leaders, scientists and Olympians of the future.

“It’s great to see Girlguiding Scotland launching its WOWwoman campaign to celebrate the fantastic and varied role models Scotland has to offer. I hope seeing so many inspiring women in their communities and beyond will empower a new generation of girls and young women to believe in themselves.”

Susie Wolff, former Formula One driver and founder of the Dare to be Different initiative, has also lent her support to WOWwoman, saying: “I’m proud to be named a Girlguiding Scotland WOW woman and have the chance to back this new campaign.

“It’s concerning to learn that less than half of girls and young women aged 11-16 feel inspired by a great role model. From my own experience, I know how important a role model can be in empowering girls and young women to aim high, discover new talents and take the lead. Sometimes, you just have to see it to believe it. ”

Gemma Fay, Captain of Scotland’s Women’s Football team, added: “I am really excited to be part of Girlguiding Scotland’s WOWwoman campaign, encouraging girls and young women across Scotland to share who inspires them. I hope this campaign will show to girls and young women across Scotland just how much they can achieve.”

Georgina Rolfe, a member of Girlguiding Scotland’s Senior Section and a Rainbow and Brownie Leader, said: “I know from my own experience how important having a great role model can be so it’s fantastic to see so many WOW women getting behind this campaign.

“Being a part of Girlguiding Scotland has offered me all sorts of opportunities to try new experiences, grow in confidence and discover my own leadership skills.

“I hope this campaign will encourage more girls to aim high and see themselves as the WOW women of the future.”

As the leading charity for girls and young women in Scotland, Girlguiding Scotland offers its nearly 50,000 young members the opportunity to try new experiences, learn new skills and have fun. Girlguiding Scotland’s action-packed programme offers girls and young women, from aged 5 to 25, a huge range of opportunities from adventurous activity to international travel, taking part in social action to campaigning on the issues that matter to them.

Girlguiding Scotland is encouraging members of the public to join the campaign and share who makes them say ‘WOW’ on Twitter at @GirlguidingScot, using the hashtag #WOWwoman

To find out how you or a girl or young woman you know can join the fun and adventure of Girlguiding Scotland visit


Notes to the Editors:  

About our Research:

Figures are taken from Girlguiding’s Girls Attitude Survey 2016 which will be published in full at the end of September.

*The research findings come from Girlguiding’s Girls’ Attitudes Survey 2016 which will be published in full at the end of September 2016. The Girls’ Attitudes Survey is the largest survey of its kind into the views of UK girls.

The research consisted of a survey of 1,627 girls and young women aged between 7 and 21 from across the UK both in and outside guiding who were asked about their attitudes on a range of issues.

A panel of young women from within Girlguiding worked with the project team to develop the survey.

Those surveyed form a representative sample across England, Wales, Scotland and Northern Ireland and are not restricted to those involved in guiding.

Research was conducted by leading research specialists on children and young people Childwise.

The questionnaire was adapted to be suitable for different age groups (7-11, 11-16, 16-21), with some core questions asked of all groups.

About Girlguiding Scotland:

Girlguiding Scotland is the leading charity for girls and young women in Scotland, with nearly 50,000 young members. We build girls’ confidence and raise their aspirations. We give them the chance to discover their full potential and encourage them to be a powerful force for good. We give them a space to have fun. Find out more at