Pick of the week: Sport England "This girl can: phenomenal women" by FCB Inferno

Gurjit Degun loves the "This girl can" follow-up.

It was a tough act to follow but, boy, have they delivered. Highlighting new sports – that’s right, women can also lift – and showing that exercise is for all is the perfect way to move the work forward.

It was created by Martin McAllister, Ben Edwards and Sarah Lefkowith, and directed by Kim Gehrig through Somesuch.

Brand: Sport England 
Title: This girl can: phenomenal women
Agency: FCB Inferno
Client: Jennie Price, chief executive

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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.

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