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.
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.”
A new global report on the damaging effects of promoting fossil fuels has singled out Australia as being uniquely compromised by agencies lobbying for oil, gas and coal. The joint study by Australian organisations Comms Declare and Clean Creatives lists the 90 advertising, marketing and PR agencies that have hampered cuts to greenhouse gas emissions […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]
Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]