Girlguiding has launched its first-ever body confidence badge as part of a nationwide programme with the aim to empower thousands of girls to speak out against unhealthy beauty myths and to boost their self-esteem.
Free being me, launched in March in partnership with the Dove Self-Esteem Project, has been billed by the charity as the start of a "body confidence revolution".
The aim of the programme is to encourage Brownies and young Guides to take action to stop unhealthy body ideals from affecting the next generation of girls and in doing so earn their Free being me badge. It was launched after Girlguiding's girls' attitudes survey 2013, which was published in November last year, revealed that young girls are falling victim to unhealthy pressure to conform to perceived idealistic images.
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