Sport England "This girl can: Fit got real" by FCB Inferno

The latest chapter in the "This girl can" campaign showcases unconventional forms of exercise to encourage women who are statistically more likely to be inactive.

The ad by FCB Inferno features women who run around the park pushing their child in a pram, hula-hoop at home, teach themselves to swim using YouTube videos and trampoline with friends. The message is that all forms of exercise count and it aims to reach women who may feel left behind by traditional fitness. The work was created by Ali Dickinson and Jack Walker, and directed by Georgi Banks-Davies through Skunk. 

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