Sport England, the body that allocates public funding to sport, has kicked off a campaign to encourage women to get active. The 90-second TV ad, which was created by FCB Inferno and launched during ITV’s Coronation Street on Monday, shows ordinary women taking part in sport and is backed by Missy Elliott’s Get Ur Freak On. The concept came from research that suggested women are less likely to participate in sport than men. The work was written by Simon Cenamor, art directed by Raymond Chan and directed by Kim Gehrig through Somesuch & Co.
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