This Girl Can

FCB London

Brand: Sport England

Year: 2015

In 2015, Sport England presented us with a challenge: Find a way to close the 2 million-strong gender gap in regular exercise levels by getting women to become more active.

Born out of a powerful unifying insight that ‘fear of judgement’ was stopping women from throwing on their sports gear, we created 'This Girl Can,' a brand built from the audience up, championing women getting active in their own way.

Starring real women, all with jiggly bits, sweat patches, and an aspirational, ‘don’t give a damn’ attitude, the campaign tore up the rulebook on women’s exercise, and provided powerful, insight-led mantras for women to own. Not only that, but it helped millions of women get active, and delivered a £1:£35 ROI with a total estimated value of £387M. Over a decade later, ‘This Girl Can’ has established itself in the vernacular of society and driven significant behavior change.