Sport England: This Girl Can

This case study explains how Sport England, a government body which promotes sport in England, inspired women to get active by making them feel more confident with a campaign that ran across TV, social media, outdoor and PR.

Advertiser: Sport EnglandAgency: FCB InfernoCountry: 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,...

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