Sport England: This Girl Can - giving judgement the finger
Nicola Willison and Vicki Holgate
Client: Sport England
Agency: FCB Inferno
Brand: This Girl Can
1.75 million fewer women than men are exercising regularly1 – a worryingly large and stubborn gender gap in England's exercise participation levels.
Sport England – the Government agency for grassroots sport – were investing £300m every year in initiatives and facilities to encourage people to participate. Whilst exercise levels were increasing, considerably less women than men were taking part, and so they sent out a pitch brief 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