Sport England: This Girl Can - giving judgement the finger

Nicola Willison and Vicki Holgate

Campaign details

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