This Girl Can campaign

Sport England release a new ad for the This Girl Can campaign, which encourages women to challenge cultural assumptions about femininity that prevent them engaging in sport and exercise. The ad uses extracts from Maya Angelou’s Phenomenal Women poem alongside real women taking part in sport

The UK’s marketing success story of 2015 was Sport England’s ‘This Girl Can’ campaign, which aims to make women of all ages and abilities more active. It won numerous awards at Cannes Lions 2015, including the much-trumpeted inaugural Glass Lion, celebrating advertising that promotes gender equality. The campaign, created with agency FCB Inferno, persuaded 1.6 million women to start exercising, while 2.8 million who are aware of the campaign say they have become more active as a result, according to independent research released by Sport England last week.

Tanya Joseph, Sport England’s director of business partnerships said:

“We are delighted the campaign has had such a great start but recognise that we have a long way to go,” but the gender gap is still very pronounced considering 1.73 million more men participate in sport than women.

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