This Girl Can

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Client: Sport England

Agency: FCB Inferno

Platforms: Facebook, Twitter, Instagram, Vine, YouTube and Pinterest

This Girl Can is an award-winning campaign developed by Sport England that celebrates women exercising – no matter how they look doing it.

When the ad aired in January it exploded online and attracted global attention. Working with ad agency FCB Inferno, I managed the buzzing online community across all major social media platforms by making our most vocal fans a part of the campaign and developing content that captured their enthusiasm for getting active – from exercise hacks to crowd-sourced quotes.

Since launch in January 2015, the social media community has grown to 293,000 and the campaign films have clocked up 32 million online views. The campaign was also awarded the Cannes Glass Lion, an award which recognises work that challenges gender bias.

Read the campaign case study here.