WOWwoman initiative bids to encourage young women to discover their potential
First Minister Nicola Sturgeon is among the high-profile backers of a new campaign aiming to celebrate female role models.
Girlguiding Scotland’s WOWwoman initiative is bidding to tackle concerns around a lack of inspirational figures for girls and young women growing up today.
It comes as new research showed less than half (49%) of girls aged 11 to 16 feel inspired by a role model, while for 17 to 21-year-olds this figure drops to just 40%.
Researchers also found that only 35% of girls and young women believe men and women have the same chance of succeeding in their chosen jobs while only six in 10 of those aged 11 to 16 say they would like to be leaders in their chosen career.
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
WOWwoman aims to change those figures, through encouraging girls to discover their own leadership potential and exploring what it means to be a role model.
Ms Sturgeon said she hopes the campaign will empower young women across Scotland.
She said: “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.
“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.”
Formula One driver Susie Wolff and Scottish Women’s Football captain Gemma Fay join the First Minister in backing the programme.
Ms Wolff said: “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. ”
Ms Fay 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.”
