Sport England: This Girl Can

This case study looks at Sport England's This Girl Can that inspired millions of women to exercise by reshaping the way the public thinks about the topic by taking aim at a core barrier: fear of judgement.

Sport England: This Girl Can

Executive Summary

Despite the best efforts of the biggest sports brands and the health and fitness industry, 1.75 million fewer women than men were exercising regularly1 in 2014 - a worryingly large and stubborn gender gap in England's exercise participation levels.

Whilst exercise levels were increasing, considerably less women than men were taking part, and so Sport England briefed FCB Inferno with an exciting challenge:

"The aim of the campaign is simple: to get more women from the age of 14-40 regularly active and into sport and to keep them playing."2


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