Marketing in the age of outrage

There can be value in offence for those brands that use extreme messages to cut through, make waves and create consumer conversations, writes Don't Panic MD and co-founder Joe Wade.

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Case study: How 'This girl can' got 1.6 million women exercising
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1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.