THIS GIRL CAN

The lottery-funded Sport England initiative is aimed at closing the gender gap in sport participation, with research in 2013 showing that 1.78 million fewer women than men exercised regularly, despite 75% saying they would like to.

The team identified a number of barriers, including familiar ones such as time and cost, but alighted on a new insight strongly felt by many women: a fear of judgment.

FCB Inferno created a manifesto rather than a tagline to guide the creative process: “Women come in all shapes and sizes and all levels of ability. It doesn’t matter if you’re a bit rubbish or an expert. The point is you’re a woman and you’re doing something.”

The original video was viewed online 37 million times. By 2016, the gender gap had closed to 1.73 million.