Outdoor > Digital Outdoor

THIS GIRL CAN - PHENOMENAL WOMEN

FCB INFERNO, London / SPORT ENGLAND / 2017

Awards:

Silver Cannes Lions
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Overview

Credits

Overview

BriefExplanation

If women were empowered 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 would feel that way.

To enable this, we developed an app that allowed women to create their own, shareable This Girl Can posters using our campaign mantras and their exercise selfies. We turned these posts into our digital OOH and ran them nationwide as part of our campaign. We made sure to run the relevant poster near where the woman featured lived. These women then photographed and shared the image again – turning paid media, into earned media, back into paid media, and into earned media once more!

EntrySummary

This Girl Can is on a mission to close the gender gap in regular activity levels. We’ve gone from sticking two fingers up at judgement to full-throttle female empowerment to get more women active. Our strategy aims to empower women from 14-70yo with the confidence to get active. We do this by uniting them behind a powerful message: that women are phenomenal; that they belong in the world of exercise, however they choose to get active, and whichever way they do it.

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