Two million fewer women than men were exercising regularly in England, forming a large and stubborn gender gap. Women said they know and understand the benefits of exercise and 75% of them aged 14-40 said they want to do more activity. But they weren’t…
Sport England tasked us with getting more women in this age group to exercise regularly. Their aim was simple, but the target audience was broad. An influential solution was needed that could elicit mass behaviour change.
An integrated apprach was nessesary where I led the digital and social creative direction.
The campaign was awarded Glass Lion: The Lion for Change award Gold Lion Health Award for Best Integrated Campaign United Nations Foundation Grand Prix for Good award.
www.instagram.com/thisgirlcanuk
Art Director: Ray Chan
Copy Writer: Simon Cenemor
Digital Creative Director: Tim Palmer
Executive Creative Director: Al Young