Sport England’s advertising account has been awarded to FCB Inferno – the agency behind the 'This Girl Can' campaign – after a mandatory government review which kicked off earlier this year.
Sport England said FCB was selected for its “strength in demonstrating how it would maintain the momentum that the campaign” as it work begins on the next phase.
Little detail was given on what the next chapter of 'This Girl Can' will look like, though Sport England confirmed it will focus on less active groups, such as those from low income and BAME communities, and will how “more practical barriers” can also be overcome.
As part of the review, agencies were asked to show their understanding of these groups and the ways in which they would be most receptive and responsive to messaging.
The original 'This Girl' Can initiative invested heavily in TV and OOH advertising, but agencies were also asked to show how they would run an effective three-year campaign primarily using social media and digital channels.
“'This Girl Can' has been immensely successful in addressing the fear of judgement stopping many women and girls from being regularly active. FCB Inferno’s insight and approach on how these less active groups could be engaged in the next phase helped to set them apart from some excellent bids by other agencies,” said Jenny Price, the outgoing chief executive of Sport England.
“We are excited to be working with FCB to take the campaign to greater heights and inspire even more women.”
The Drum recently spoke to Price as she prepares to step down from Sport England on how, despite a lack of any marketing experience, she led a campaign which got 2.9 million women doing more sport.