UK charity Girlguiding has appointed youth marketing agency Livity to launch its first awareness campaign to date, following a competitive pitch.

Livity has been charged with raising awareness of the charity in the minds of millennial women, challenging outdated perceptions and promoting the charity’s mission to empower young women.

Livity has been tasked with developing all strategy and creative for the campaign, which is likely to run online primarily and will launch in October. The pivotal work will target 25 to 34-year-old women specifically, a group whom Girlguiding is keen to engage with more in future. Livity’s clients include Google, Channel 4, Unilever and Cancer Research UK.

Devia Gurjar, head of marketing and audience engagement at Girlguiding, said: “This is such an exciting time for women in the UK, and we think this represents a huge opportunity to speak to the British public and overturn any outdated perceptions. Our inherent Girlguiding ethos is the same, but we want to create a really engaging, disruptive and accessible campaign with Livity. Their experience into youth audiences is fantastic and we felt they were exactly the right choice to help us raise awareness of the incredible work Girlguiding does with young women and girls across the UK.”

Sam Conniff, co-founder and CEO of Livity, said: “Girlguiding have an amazing legacy and are an incredibly progressive force for young women today, focused on a future of opportunities and fairness for their members. We’re really pleased to be working with them."