Sport England: This Girl Can - giving judgement the finger

This case shows how Sport England, the UK government agency for grassroots sport, reshaped the way women think about exercise with an online video and social media-led campaign.

Sport England: This Girl Can - giving judgement the finger

Nicola Willison and Vicki Holgate

Campaign details

Client: Sport EnglandAgency: FCB InfernoBrand: This Girl Can

Summary

1.75 million fewer women than men are exercising regularly1 – a worryingly large and stubborn gender gap in England's exercise participation levels.

Sport England – the Government agency for grassroots sport – were investing £300m every year in initiatives and facilities to encourage people to participate. Whilst exercise levels were increasing, considerably less women than men were taking part, and so they sent out a pitch brief...

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