Sport England has "set its sights on increasing sports participation among women in their fifties and sixties" with the next phase of its "hugely successful 'This girl can'" campaign, according to Nicola Kemp of CAMPAIGN LIVE. The new campaign follows "extensive research with women across the country focusing on how women stop and start exercising at different phases in their lives." It aims to reach women at the periods in their life when it is "more challenging to exercise." Sport England CEO Jennie Price said that there is "still a lot more to do when it comes to addressing the participation gap." She said, "Most women still feel judged when they play sport or exercise. We feel guilty for stopping and starting, for hesitating, for not looking perfect." The campaign, created by FCB Inferno, kicked off on Monday with "new creative on social media, digital media and out-of-home." Martin McCallister is FCB's copywriter for the new campaign, while Ben Edwards is the art director. A new TV ad will launch in February, directed by Kem Gehrig through Somesuch. The original campaign, which got 1.6 million women exercising, has won more than 50 int'l awards, including nine Cannes Lions (CAMPAIGN LIVE, 1/30).
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Source: SPORT ENGLAND
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