Sport England has upped the ‘This Girl Can’ campaign with the launch of a new TV ad designed to encourage women to exercise.
The campaign, created by FCB Inferno, will reach new heights upon the launch of a 90 second TV commercial featuring a proud depiction of women, of all ages and sizes, exercising.
The women featured in the ad, directed by Cannes winning Kim Gehrig, issue personal mantras such as “Damn Right I Look Hot” and “I Kick Balls, Deal With It” backed by Missy Elliot’s ‘Get Your Freak On’.
The integrated campaign commenced in October with media and celebrity partnerships, social media and events but kicked up a gear with the launch of the TV ad, created by Somesuch, on Monday 12 January during Coronation Street.
Jennie Price, chief executive of Sport England, said; “The figures on participation are crystal clear. There is a significant gender gap, with two million more men than women exercising or playing sport regularly. I believe we can tackle this gap.
“Before we began this campaign, we looked very carefully at what women were saying about why they felt sport and exercise was not for them. Some of the issues, like time and cost, were familiar, but one of the strongest themes was a fear of judgement. Worries about being judged for being the wrong size, not fit enough and not skilled enough came up time and again.”
Price concluded: “In ‘This Girl Can’ we want to tell the real story of women who exercise and play sport, they come in all shapes and sizes and all levels of ability and they have a myriad of reasons for doing what they do, the main thing is that you are a woman and you are doing something, and that deserves to be celebrated.”
Sharon Jiggins, managing director of FCB Inferno, added; “The challenge for the campaign was to resonate with women from 14 - 40 and for our content to be endlessly adaptable, for all channels and by multiple partners. ‘This Girl Can’ does just that. The message is clear - it doesn’t matter how you do it, the brilliant thing is that you are doing it.
There will be a rotation of the 60 and 30 second clips across TV and digital channels.