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


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands