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Sport England: This Girl Can by FCB Inferno

Date: Sep 2020
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This Girl Can is back with an updated campaign celebrating the inventive ways women have stayed active and fit activity into their lives during the pandemic, inspiring women to do the same through brilliant real-life stories.

Created by FCB Inferno and launched by Sport England in 2015, This Girl Can aims to close the gender gap around activity levels for men and women and is built around the insight that a fear of judgement – of not being good enough, of not looking the part, or of prioritising the wrong thing is the unifying barrier preventing women from being as active as men.

The refreshed advertising features women from the original campaign and some new faces and aims to inspire by showing them fitting activity into their own lives – in their own way, and in their own time. It includes Katy, 43, who founded ‘Blaze Trails’, a community of walking parents and children during lock down. Walking with her baby on her back and her toddler for company helped her cope with feelings of isolation in lockdown. There’s also Aneesa, a 43-year-old mother of two from South London, who lost her income at the beginning of lockdown so started attending HIIT and dance sessions over Zoom instead. She’s met an entire community of new women as a result.

Credits

Sharon Jiggins – Chief Marketing Officer

Emily Whiteaway – Senior Account Director

Laura Pirkis – Strategy Partner

Tom Lindo – Senior Strategist

Nikki Chapman – Director of Production

Hanna Davis – Broadcast Producer

Russ Mallows – Creative Producer

Owen Lee – Chief Creative Officer

Al Young – Creative Partner

Sarah Lefkowith – Senior Copywriter

Nicole Chen – Senior Art Director

Jude Moore – Senior Editor

Richard Bagley – Head of Artwork

Sarni Strachan – Joint Design Lead

Max Fox – Designer Production

Partizan Director – Ali Kurr

Producer – Rosie Litterick

Production Manager - Charlie Scannell

DOP - Ula Pontikos

Editing – Matt Nee @ Metal Edit

Post Production - Unit

Colourist - Nick Dalby Flame

VFX – Ian Baker and Rob Ellis

Audio – Chris Southwell

Producer – Tania De Sousa

Exec Producer – Darryl Bolton