This Girl Can celebrated its fifth birthday in January 2020. This successful behaviour change campaign had already persuaded 2.9 million women to get active but research showed there was more to be done. Sport England needed to reignite the conversation, focusing on what was relevant to women and girls now.
This Girl Can: Me Again was a rallying cry that mixed original footage with new material and a confident soundtrack by Little Simz. It reminded women that This Girl Can had always had their back and graphically tackled new taboos including menstruation, motherhood and menopause. It was backed up by new research that revealed that unrelatable fitness images on social media had a negative impact on women and girls. A new £10m This Girl Can Community Fund was launched to make it easier for smaller, local groups to create their own projects – giving women ownership over the campaign.
The high-profile launch generated 36 media interviews and drove 312 piece of press coverage across all TV channels, major national papers and local papers. Highlights included interviews(and playing of the ad) on BBC’s One Show and Victoria Derbyshire show.
We generated the highest, single-day organic website traffic since the phase one launch of This Girl Can in January 2015 before any of our paid media activity began.
This Girl Can was back, stronger and louder– but it’s what women did and felt as a result that matters.
In March 2020, seven weeks after launch, three in 10 women reported getting active as a result of seeing the campaign – a significant increase on the previous 12 months. Women increasingly see activity as part of their routine – 51% compared to 43% in 2016. And fewer women worry about the fear of judgement, down from 44% in March 2019 to 36% in March this year.
LEADERSWEEK.DIRECT/ / 5-8 October 2020
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