Background Gender gap in sports participation – 2m 14-40 y/o women take part than men. 75% want to be more active The fear of judgement by others is the primary barrier holding women back from participating in sport – appearance, ability, spending time on themselves 36% of least active schoolgirls agree that they feel too ‘on show’ in PE and makes it less enjoyable

Background Women more likely than men to say they aren’t confident about their body whilst doing sport. Feeling of ‘not being good enough’ and lack of ability Mothers as core audience – 81% prioritise spending time on family than getting fit, 44% feel guilty at spending time on themselves

Background ‘Me time’ as an indulgence, rather than a hobby which is worthwhile. Manifesto created, rather than a traditional creative brief – had to be an emotive campaign. Taglines to address fears found in survey such as 48% of girls saying that getting sweaty is not feminine.

Background First shown on ITV on 12/1/15 Initial investment in primetime TV and outdoor advertising to build foundation for social media presence. Social media – creation of community on Twitter through tailored algorithm sending encouraging tweets to women tweeting about exercise or fear of hitting the gym.

Background Commercial partnerships – M&S – branded exercise clothing Sport relief Adaptable ‘This Girl Can’ posters to add their own photo.

Background £10m invested in campaign to pay for creative, media planning and buying, PR activity, social media management, campaign management Challenges include changing ingrained behaviour, complexity of campaign and who was running it, govt bodies – over 8000 supporters. Sport England are the overseers but wanted collaboration and use of This Girl Can branding across campaigns.

Results As a result of the campaign, 1.6m women have started exercising. Increase in number of women playing sport and being active increasing faster than number of men. Gender gap has begun to narrow, from 1.78m to 1.73m (regular exercise) Other factors such as Olympic legacy

Impact YouTube video watched more than 37m times on Facebook and YouTube alone. Social media community of 500,000 and 660,000 tweets about it.

Things they want to avoid Being ‘preachy’ – nanny state Being too closely linked to Sport England Focus groups – hostility if it was for a brand of expensive trainers Commercial partnerships – careful consideration.

More info: http://www.campaignlive.co.uk/article/case-study-this-girl-can-16-million-women-exercising/1394836

8000 supporters for the campaign, from the FA to small local sports clubs Gender gap between men and women exercising regularly has fallen from 1.78m to 1.73m 37m Facebook and YouTube views of 90-second "This girl can" spot 500,000 members of active "This girl can" social-media community 660,000 tweets about #ThisGirlCan Read more at http://www.campaignlive.co.uk/article/case-study-this-girl-can-16-million-women-exercising/1394836#l0GzvkYPj9vhJD6H.99