What the State of Girls’ Rights Report from Plan International UK tell us about girls and young women’s experiences in the UK. Definitely go and explore the full report here. Below are some of the key themes and what marketing and communications campaigns could consider to better engage youth audiences - particularly girls and young women.
Gender norms and expectations
Almost half (47%) of girls and young women aged 12-21 feel that societal expectations about how they should act and what they should be significantly hold them back in life. Over half (52%) of 12-21-year olds worry about their body image with 44% feeling that the way they look holds them back (and this rises with age).
Gender norms heavily influence girls’ lives, affecting their safety, educational experiences and career opportunities. This gender socialisation starts early and can have long-lasting impacts on attitudes and behaviours.
Safety and gender-based violence
A staggering 93% of girls and young women do not feel “completely safe” in public spaces, and a significant number don’t feel safe when online or engaging with leisure activities. One in five said they do not trust the police at all to help them if they are in difficulty and this increased with age.
Girls from diverse communities, including those of colour, LGBTQ+ identities, and with disabilities, feel these challenges more acutely.
Trust, political engagement and prospects
Over half (54%) of girls and young women agree that their education has, or is, preparing them well for their future – this drops with age. Also the proportion who are not happy with their current or future job prospects increases with age and only half who participated said that they feel they have the same educational and employment opportunities as boys or men at their age.
The cost of living is having a significant impact on girls and young women too, with food poverty, concern over money and unstable housing all having an impact.
Only one in 6 girls and young women feel that they can trust politicians. However, there is a strong desire for more representation and involvement in political and societal decision-making a quarter of girls want to increase their participation in campaigning (26%) and this rises with age, up to a third (32%) of 17-21-year olds.
Role models and media representation
Around 60% of girls and young women feel that they have positive role models, with younger girls feeling this more than older ones.
Positive media representation is crucial for breaking down gender stereotypes and boosting confidence among girls, yet 33% believe that women and girls are not well-represented in the media, and older young women feel this more so (41%).
Emotional and physical wellbeing
85% of girls and young women describe themselves as happy to some extent, although the proportion who are unhappy increases with age. Relationships and friendships are the most important sources of joy, with 87% citing them as their main source of happiness.
Despite this however, over half (53%) are uncertain and 52% are anxious about their future. And when it comes to mental health, only 40% are happy with theirs, with almost half knowing someone in their peer group addicted to alcohol or drugs.
Only a quarter (25%) were happy with their physical health and while activities such as sports, hobbies and cultural activities are important for happiness for girls and young women, many don’t engage with them as much as they’d like to.
More than a quarter (26%) of girls and young women living in areas of high deprivation say they never take part in sporting activities, compared to 19% of those in low deprivation.
So what could these mean for strategies to engage youth audiences?
Address gender norms directly: how can we challenge societal expectations and stereotypes about girls through our work and highlight stories of those who defy norms?
Enhance role model visibility: highlight diverse and relatable female role models in media/marketing campaigns.
Engage in political advocacy: encourage girls and young women to participate in political processes and advocate for their rights, showcasing how girls’ voices lead to real change.
Health and wellbeing: content that supports mental and physical health, addressing the barriers, anxieties and uncertainties expressed. Promote resources and communities that provide information and support.
Authentic representation: content and campaigns need to authentically represent the diversity and experiences of girls, avoiding tokenism. Co-creation and youth-informed work should lead the way.
Empower through community: highlight the power of community and peer support in campaigns. Show how collective action and solidarity among girls and lead to substantial change. Consider what you’re providing to enable this.
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