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Campaign summary

This Girl Can was born from a desire to tackle the fact that despite increases in the overall number of people being active in England, women persistently remained less active than men.

We knew that we had to address the gender gap and the reason behind it; and we knew we had to do something different.

Our This Girl Can Campaign Summary document tells the story of This Girl Can, and the insights which sit at its heart.

The downloadable document also includes results from the first two phases of the campaign, as well as a summary of the latest developments in the campaign.

In January 2020, This Girl Can's new TV ad premiered, once again showing the raw, unfiltered reality of women exercising in whatever way works for them.

And in September 2020 an updated ad launched, highlighting the inventive ways in which women had kept, or got, active during the challenging times of the coronavirus pandemic and the increased barriers to activity that came with it.

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This Girl Can was born from a desire to tackle the fact that despite increases in the overall number of people being active in England, women persistently remained less active than men. We knew that we had to address the gender gap and the reason behind it; and we knew we had to do something different.

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