This Girl Can: How insights kept This Girl Can thriving in the face of declining budgets

This Girl Can, a long-term Sport England campaign that aims to inspire women and girls to be more physically active, adapted its strategy over eight years to accommodate shrinking marketing budgets.


Annual budgets are now just 7.8% of the original investment 8 years ago.

A headline that is likely to put the fear into any marketing professional. But in a world where agencies are constantly being asked to do more with less, there is reason for hope. This Girl Can demonstrates that it is possible not only to build a brand but also to sustain it in the face of declining budgets if you are confidently led by insight. This approach has enabled This Girl Can to evolve, to tap into culture (even lead it), driving relevance and inclusivity to...

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Insights Team
Bray Leino

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