Sport England: This Girl Can

Daniel West

Campaign details

Brand owner: Sport England
Lead agency: FCB Inferno
Contributing agency: Carat Media, Blue Rubicon
Brand: Sport England
Country: United Kingdom
Industry: Government, social policy, Public health
Channels used: Cinema, Content marketing, Earned media, buzz, Events and experiential, Internet - display, Internet - microsites, Internet - search, Mobile and apps, Newspapers, Online video, Outdoor, out-of-home, Public relations, Social media, Television, Word of mouth, advocacy
Media budget: 10 - 20 million

Executive summary

This case study describes how Sport England tackled women's embarrassment over exercising by empowering them with identifiable content and direct engagement.