Sport England: This Girl Can

Having previously tackled the individual ‘fear of judgement’, the 4th phase of This Girl Can takes on the ‘fear of judgement’ around topics that require wider society change to give all women the opportunity to get active; including menopause, support networks, disabilities, LGBTQ+ and periods.

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This Girl Can 2020 is leaving no woman left behind in the latest instalment of the campaign that confronts how society must change in order to accommodate allwomen being active. It has been five years since the inception of This Girl Can which had not only encouraged millions of women to get active, but also fundamentally influenced how women are marketed to. 

In our new phase of advertising for 2020, we’re introducing new cast members and stories while bringing back some of the women who’ve prominently featured in past This Girl Can ads, showing how we’re still as relevant today as we were five years ago.

But this campaign also shows that there are a host of new barriers that need addressing in 2020. We’re moving beyond just covering the emotional and practical barriers that might stop women from being active – we’re now tackling societal barriers that can prevent women from feeling like they can join in.

We are once again celebrating women of all shapes, sizes, abilities and backgrounds. This time, however, we’re sharing the stories of women who’ve overcome issues that we, as a society, must overcome together to help more women find ways to be active. 

Throughout the course of the campaign, we’ll cover topics from menopause to support networks to disability and LGBTQ+ inclusion. For example, Kirsti, a mother of three, finds time to be herself by playing netball regularly, and is partly able to do so because of the support of her partner and the people around her; Hannah has come to feel more comfortable with her body and care less about other’s judgements by using exercise to help manage menstrual pains; and Glynnis has been able to rediscover her love of swimming and build up her self-confidence in the pool thanks to facilities and family members who support and cheer her on. 

Our TVC, directed by Ali Kurr, features the distinctive vocals of British Rapper, Little Simz’s Offence track to reinforce that it really is time women stopped having to feel judged, defined by society, and told what to do. It’s 2020, and women can be active however they want to be.  The TVC launches on 17thJanuary and is supported by an OOH and a big digital and social push including a series of content films that deep dive into the stories of the women and girls we have featured.

The campaign has certainly got people talking. The ad reached over a million views online before we went on air and entirely through digital word of mouth. Celebrities like Jameela Jamil, Dina Asher Smith, and Lizzie Simmonds have tweeted or posted about it, as have international press and the United Nation’s Gender Equality arm. But most importantly, women in England and beyond are absolutely loving it. Bring on 2020!

FCB Inferno

FCB Inferno is one of London’s leading advertising agencies, and part of global advertising network FCB. The network dates back to 1873, and now has 9000 employees in 90 countries, with 120 at FCB Inferno. The agency’s clients sit across industry sectors and currently include Sport England, BMW, Huawei, AB InBev, Kimberly Clark, the Home Office and the Premier League. FCB Inferno was voted Agency of the Year at the inaugural Campaigns for Good awards. Over the past 4 years we have been recognised at Cannes International Festival of Creativity in categories including Film, Social and Influencer, Mobile, Digital Craft and Brand experience. We received two Grand Prix awards in 2015 and 2016 and were the second most awarded European agency - and eighth in the world - at the festival in 2019.

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