Which Ad Saw Almost Three Million More Women Sweating It Out Last Year?

Which Ad Saw Almost Three Million More Women Sweating It Out Last Year?
SHARE
THIS



A funky ad for Sport England, the UK government’s non-departmental public sports council, has apparently inspired 2.8 million women to do more exercise.

Launched one year ago, the ‘This Girl Can’ ad campaign has been incredibly well received, and FCB Inferno, the ad agency behind it, said the idea sprang from research that suggested women were far less likely than men to take up sport.

The TV ad shows women of all shapes, sizes and abilities sweating it out at dance classes, netball games, in the pool and on outdoor sprints.

And set to the soundtrack of Missy Elliott’s ‘Get Ur Freak On’, what’s not to love about it?

The TV ad formed part of a multi-million-pound campaign that also included billboards, online ads, press ads, and a dedicated website with information on how to participate in sport, as well as featuring catchphrases like ‘Damn right I look hot,’ ‘I jiggle, therefore I am,’ and ‘Sweating like a pig, feeling like a fox’.

According to Marketing Week, stats released this week show that 2.8 million 14-40-year-old women who recognise the campaign say they have done some or more activity as a result, while 1.6 million say they’ve started exercising.

Sport-England-2015

The findings come a month after Sport England’s ‘Active People’ survey, which found that 148,700 more women were active for at least 30 minutes once a week, every week in the 12 months up to September 2015, compared to the 12 months up to March 2015.

Sport England’s chief executive Jennie Price said in a statement she was “very encouraged” by the newly-released figures, however added that there’s still a bucketload of work to be done to improve gender parity when it comes to exercise.

“The job is far from done. With a gender gap of 1.73 million fewer women playing sport compared to men, we need to keep getting the message out there that women come in all shapes and sizes and levels of ability, and they should all feel able to exercise and play sport,” she said.

Sport England’s director of business partnerships Tanya Joseph told Marketing Week, “We are delighted the campaign has had such a great start but completely recognise that we have a long way to go”.

“For so many people, including a lot of women, sport is not something they feel comfortable with, it’s not a choice that they make. We want sport to be a normal thing.”

 

Please login with linkedin to comment

Advertising Standards Bureau Brown-Forman diversity in adland YouTube

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]