With 50,000 girls on waiting lists to join the Rainbows, Brownies and Guides, the organisation is desperate to boost the number of leaders from 68,000.
Girlguiding UK's Nicole Hambridge blamed modern lifestyles for the shortfall.
"People are working longer and have less free time," she said.
The recruitment message is that Guiding has changed and that today's activities are more likely to involve canoeing and abseiling than baking cakes.
The campaign will initially focus on three pilot areas: Edinburgh, St Albans and Swindon. "We will spin out whatever works best across the country next year," said Hambridge.
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