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. 


Advertising agency
Head of broadcast
Agency creative producer
Executive vice president
Account director
Chief strategy officer
Strategy director
Executive creative director
Production company
Executive producer
Edit company
Post house
Sound engineers

Become a member of Campaign from just £88 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member