Two years ago This Girl Can launched, sticking two fingers up at judgement and helping women smash through the barriers that prevented them getting active. This time around we wanted to go further, to get more women active and feeling like they belonged in the world of activity.

Behavioural Science has proven the power of self-identification in cementing behaviour change. If our campaign had been successful in empowering women with the confidence to exercise, we wanted them to shout about it – to show the powerful sense of belonging they were experiencing, to affirm their action, and help establish a new norm where all women feel that way.

Our app is a celebration of this sentiment enabling women to overlay a This Girl Can mantra on their exercise selfie or photo, share on social media, and declare their status as an empowered woman, who belongs in the world of exercise.

To re-engage our audience, our campaign launched with nationwide OOH on 27.01.17. Introducing our cast of real women with mantras that proudly told their stories of empowerment, we built a sense of anticipation for our film launch.

Following a series of teasers on social media, our 90” film went live across social channels at midday on 24.02.17, coinciding with our influencer launch event. Using Instagram Stories, we built buzz amongst our community and within hours of going live, we were trending #1 on Facebook and Twitter.

As our film played out on TV and VOD (from 24.02.17 to 26.03.17) we told the stories of our women in 12 content films. Capitalising on unprecedented levels of engagement, we gave our community the opportunity to create their own content, using our poster app and a Snapchat filter to reach our younger demographic. We ran the resulting UGC digital OOH in malls nationwide.

Since inception, 38,000 posters have been created using our app. 18,000 of these were made and shared in the last three months with our new mantras. Each evidence of women who have been inspired to get active as a result of our campaign.

As well as turning a selection of them into digital OOH that ran up and down the country, we have also shared 53 of them across This Girl Can social channels. On Facebook alone, these posts have reached 9.1m women. Those shared without paid for support, have received an average of 50,000 comments, likes, and shares, surpassing Facebook’s benchmark for organic engagement rate.

Most importantly, the comments prove our app is having a powerful effect on women. The levels of engagement provide affirmation for the woman featured, and the comments demonstrate the number of women who have been inspired to exercise having seen other women’s posts.