Sport England has partnered with Marks & Spencer to launch a limited edition t-shirt range as it continues to ride the wave of success of its This Girl Can campaign.
Following a "truly incredible" response to the campaign, which launched in January, the popular ad will return to TV tomorrow (5 June) during ITV's Coronation Street, and will be accompanied by a This Girl Can web app, where women can create and share their own personalised version of the advert.
Women will be able to upload their own This Girl Can style picture, choose a campaign mantra such as 'Hot and Not Bothered' and add the This Girl Can logo. Anyone who uses the app could be featured in the campaign, when, from the end of June, the best pictures will feature on digital sites in shopping centres around the country.
The limited edition t-shirt range is available from selected M&S stores or online from today (4 June) priced at £12.50, and £1 from every t-shirt sold will be used by Sport England to fund projects to help women get more active.
Jennie Price, Sport England chief executive, said: “The response to This Girl Can has been truly incredible. Since we launched the campaign, over a quarter of a million women have shared their personal stories of getting active.
"We now have a new web app which means women can create their own This Girl Can ads and our partnership with Marks and Spencer means that women can literally wear the campaign with pride.”
Speaking to The Drum earlier this year Simon Cenamor, copywriter at FCB Inferno and part of the creative team that led the This Girl Can campaign, said the agency was "sort of blown away" by the response and said that the team were texting each other on the launch night in anticipation of the public reaction.
“The tweets started coming in saying ‘I’m going to go to the gym tomorrow for the first time in two years’ and you think wow, it’s bloody working! That’s a fantastic feeling," he said.