Advertiser: Sport England
Agency: FCB Inferno
Country: United Kingdom


In 2014 in England, 1.79 million fewer women than men were exercising regularly. Despite the best efforts of sports brands, medical experts and investment in facilities, this gap remained large. Worse still, it was widening.(Fig.1)

Fig.1: UK Male and Female Activity Levels and Gender Gap.1

The government agency for grassroots sport, Sport England, wanted to reduce this gender gap by: “getting more women from the ages of 14-40 regularly active and into sport, and to keep them playing.”

Our objectives:


  • Halt, and reverse, the widening of the gender gap in regular activity levels.


  • Significantly increase the number of active women