Witness the Fitness

Idea

Sport England has launched ‘This Girl Can’, a campaign designed to use the power of jiggling cellulite to encourage women of all shapes and sizes to exercise more. Like many brands before it, Sport England has snubbed models in favour of real women who are shown sweating, straining and (would you believe it) actually enjoying a range of activities from swimming, kick boxing and football to dance and cycling

What We Like

The insight this is rooted in – according to a Sport England study, two million fewer women than men play sport regularly from the ages of 14 to 40. Despite the fact 75% of women admit they would like to be more active, they are said to be put off by barriers such as skill, what they look like during exercise, and the idea they don’t fit the image of the ’ideal’ sportswoman. Worthy enough, but key messages like ‘sweating like a pig, feeling like a fox’ or ‘I jiggle, therefore I am’ are more galling than galvanising

Learnings

As any decent sports player knows, a great campaign is all about the follow through. That’s enough of the positive spin but to really ensure your creative hits home, make sure your message tone matches the rest of your material