The confidence levels of girls plunge sharply between 30 and 50 per cent between the ages of 8 and 15, and Auckland’s North Shore College aims to address this gap as part of a proactive Tik Tok marketing campaign launched by the College.
Carmel College Principal Christine Allen said research reveals that tween and teen girls face a massive drop in confidence during this time—hitting a low point at age 14 compared to boys—for a variety of reasons like puberty, new friends and peer pressure,
“Carmel College is very focused on turning out strong, confident young women as our alumni’s successes attest, and we thought it would be a good idea to use these success stories to inspire girls to become more self-assured.”
Allen said the College wanted to raise awareness of the school’s values-based education to differentiate Carmel from other schools. However, it rapidly became apparent that this would also be an opportunity to reach out and boost girls’ confidence no matter where they were.
“The Tik Tok campaign is called #CarmelGirlsShapeTheFuture, and it features alumni—all successful women like Labour MP for Mana, Barbara Edmonds—talking about the Carmel values that inspired them to achieve, serve and lead.
“The Tik Tok videos challenge girls to find a value—like service, caring, courage and justice—and to use that value to inspire them to help shape the future,” Allen said.
Some of the women who have participated or will participate include:
· Canoeist Greer Morley (winner of more than nine New Zealand and Oceania titles).
· Barbara Edmonds, Labour MP for Mana and Associate Whip for Parliament.
· Helen Robinson, entrepreneur and supreme winner of the New Zealand Women of Influence Award.
· Shalini Anderson, Commercial Manager at The Walt Disney Company.
· Loren O’Sullivan, Director, children and families charity NPH New Zealand
· Anoushka Bloem, Principal Bloem and Associates Criminal Defence Law firm
Allen said that while the campaign helps draw attention to the fact that Carmel College offers a values-based education, it also provides insight and assurance to girls that tools like values can help support them through times when they may be struggling with self-esteem.
“We hope that when they can see these successful women leaders were once young girls just like them, our girls will emerge stronger and more self-assured than before.”
Allen said the school would continue looking for Carmel College alumni who have gone on to succeed in their respective careers or sports to participate in the campaign.
For more information visit https://www.carmel.school.nz/
