Sport England "This girl can" by FCB Inferno

Sport England celebrates fitness for women in a reworked (Covid-friendly) version of its 'This girl can' campaign, which hopes to close the gender gap around activity levels.

Set to Offence by Little Simz, the ad shows women from all walks of life and abilities as they keep fit in their own unique ways. While Aneesa (a 43-year-old mother of two from South London) works up a sweat via Zoom, others can be seen running, swimming and kettlebell-ing in a bid to stay active during the pandemic.

It also shows people as they practice social distancing and wash their hands.

"This girl can" returned to TV on Monday (14 September) alongside digital and radio activity. Stars of the ad will also feature in the Instagram feeds of social influencers including fitness YouTubers Lucy Wyndham-Read and Tally Rye, journalists Poorna Bell and Bryony Gordon and comedienne Judi Love.

The campaign also includes an evening of music and fitness, taking place via Instagram on next Saturday (26 September), as part of the Great British Week of Sport. It was written by Sarah Lefkowith, art directed by Nicole Chen and directed by Ali Kurr through Partizan.

The original ad was released in January to mark five years of the campaign.


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