Campaign details
Brand: Sport EnglandAdvertiser: Sport EnglandAgency: FCB Inferno
Summary
Objective
In 2014, 1.79 million fewer women than men were exercising regularly and the gap was growing. Sport England wanted to reduce this gender gap by 'getting more women 14–40 years into sport, and keeping them playing'.
Solution
We uncovered the universal barrier holding women back (fear of judgement) and created 'This girl can' celebrating the triumph of attitude over society's judgement.
Key result
Over...