The second film installment of Sport England's "This girl can" campaign "broadens its scope to get more women exercising," according to Gurjit Degun of CAMPAIGN LIVE. The ad created by FCB Inferno "appeals to a wider age range of women between 14 and 60, compared with those between 14 and 40 when it debuted two years ago." There is also a "greater variety of women," such as a shot of a mother giving birth and another of an exercise class that includes babies. The ad features "more non-traditional sports" including weightlifting and roller derby, alongside running and swimming. Sport England Dir of Insight Lisa O'Keefe said that the work is "tackling new barriers." O'Keefe added, "We are trying to encourage people to change their habits and the best time to do that is when something is changing. We wanted to reflect that." The ad is set to the voice of the late Maya Angelou reciting her '78 poem "Phenomenal Women" (CAMPAIGN LIVE, 2/24). THE DRUM's Tony Connelly reported artwork from the campaign also includes "personal lines from featured women" -- with phrases such as "Unleash your inner beginner" and "Take me as I am or watch me as I go." The mantras are based on research from a survey of 200,000 people that "highlighted common worries such as not being good enough, or overcoming stereotypes" about what women should or should not do. In addition to the artwork, "a new digital approach will allow women to capture their own This Girl Can mantra image for social media using a dedicated web-based app" (THE DRUM, 2/24).