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'This Girl Can' Campaign Transforms From Advertising To Activism

Sport England wants to avoid the "difficult second album" with the "next wave of its groundbreaking 'This girl can' activity, which has morphed a campaign into a community," according to Nicola Kemp of CAMPAIGN LIVE. The '15 "This girl can" campaign for Sport England, by ad agency FCB Inferno, "revolutionised sports marketing for women." By showing women "sweating like a pig, feeling like a fox," the activity "tackled the participation gap" between men and women in sport. Now, backed by an £8M ($10M) budget, Sport England has widened its scope to tackle the "pinch points" that prevent women from getting active. Sport England "This girl can" campaign manager Kate Dale said, "I would be lying if I said we weren't nervous. We were aware of the challenge. However, the advantage we had this time was the community." Sports marketing company Synergy Managing Dir Lisa Parfitt said that social media has become an "important space for women's sport," from standing up to sexism to building communities of shared interests. Parfitt: "If you look at the social reaction to 'This girl can,' it has taken on a life of its own." At a time when activism has become a "huge" selling point, "This girl can" presents a "blueprint for the power of advertising in galvanising a range of consumers around an idea" (CAMPAIGN LIVE, 2/23).

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