It follows new research from Girlguiding which shows less than half (49 per cent) of girls aged 11 to 16 feel inspired by a role model often or most of the time, while for 17 to 21 year-olds this figure drops to just 40 per cent.
Research also found only 35 per cent of girls and young women aged 17 to 21 believe men and women have the same chance of succeeding in their chosen jobs while only 60 per cent of girls aged 11 to 16 say they would like to be leaders in their chosen career.
Through a series of interactive challenges, the charity’s nearly 50,000 young members will have the chance to explore what it means to be a role model, discover their own leadership potential and shout about who inspires them.
And the campaign has the backing of Scotland’s First Minister.
Nicola Sturgeon 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.
“It’s great to see Girlguiding Scotland launching its WOWwoman campaign to celebrate the fantastic and varied role models Scotland has to offer. 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.”
Susie Wolff, former Formula One driver and founder of the Dare to be Different initiative, has also lent her support to WOWwoman.
She said: “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. ”
Another high profile backer is Gemma Fay, Captain of Scotland’s Women’s Football team.
She added: “I hope this campaign will show to girls and young women across Scotland just how much they can achieve.”
Girlguiding Scotland is encouraging members of the public to join the campaign and share who makes them say ‘WOW’ on Twitter at @GirlguidingScot, using the hashtag #WOWwoman
To find out how you or a girl or young woman you know can join the fun and adventure of Girlguiding Scotland visit www.girlguidingscotland.org.uk/get-involved