Client: Sport England
Formats: Print/digital OOH, TVC, social
Role: Design, layout, retouching
Agency: FCB Inferno

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Background

Two years after the launch of This Girl Can, more women than ever were exercising regularly. The gender gap between the number of men and women who exercise regularly has decreased significantly. However, with a gap of 1.6 million remaining, more could be done.

Approach

This time, the challenge was to get an even wider range of women active, to celebrate a broader range of sports, and to tackle some new barriers. In the out of home executions, we introduced a new cast of real women with new mantras, featuring a wider array of sports. The campaign follows the up close and personal journeys of those featured, and how they tackled barriers such as embracing being beginners, pregnancy, postpartum, coming back to activity after a break and inevitability of getting older.

Result

Within a few hours of the campaign going live, it was the number 1 trend on Twitter in the UK with the film and posters being shared far and wide. 49% of women aware of the campaign said they’d taken action. It won a Bronze Lion in Brand Led Education and Awareness and a Silver Lion in Outdoor: Static Digital Billboards/Posters. It was Campaign’s ‘Pick of the Week’ and made their top 10 ads of the year.