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Sport England "This girl can"

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Published on Aug 25, 2015

Sport England’s 2014 campaign aimed to encourage more women to take up sport and physical exercise and address the gender gap between male and female participation in sport.

The aim was to confront women’s fears of being judged when exercising by showing real women enjoying sport.

The TV ad features "normal" women of all shapes, sizes and ages to the soundtrack of Get Ur Freak On by Missy Elliott. Agency FCB Inferno created the 90-second TV campaign.

The outdoor campaign featured slogans such as, "I jiggle, therefore I am"; "I kick balls, deal with it"; "Sweating like a pig, feeling like a fox".

‘This girl can’ swept the board at the Creative Circle Ball, picking up five gold and five silver awards, including gold for Best Integrated campaign.

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