Sport England: Phenomenal women

Credits & Description:

Category: Sports
Media: Film
Brand: Sport England
Agency: FCB
Geo: United Kingdom
Advertising Agency: FCB Inferno, London, UK
Managing Director: Sharon Jiggins
Chief Creative Officer: Al Young
Senior Copywriter: Martin McAllister
Senior Art Director: Ben Edwards
Business Director: Hollie Loxley
Account Director: Isabelle Soskice
Account Manager: Alice Poole
Executive Planning Director: Vicki Holgate
Senior Strategist: Laura Coleman
Head of Broadcast/Producer: Jason Ayers
Production Assistant: Hanna Davis
Director: Kim Gehrig
Production Company: Somesuch
Executive Producer: Tim Nash
Production Company Producer: Lee Groombridge
Script Writer: Rose Bretecher
Lighting / Cameraman: Robbie Ryan
Production Designer: Andy Kelly
Editor: Tom Lindsay / Trim Editing
Casting Directors: Leanne Flinn & Martin Gibbons
Music / Sound Design: Soundtree
Post Production: Framestore
Published: February 2017
Description:
The second wave of “This Girl Can” launched this morning by FCB Inferno for Sport England.
You may recall that the first This Girl Can film launched back in January 2015 encouraged over 2.8 million women to get more active
This Girl Can Campaign Returns to Inspire More Women Across the Country to get Active
v This Girl Can returns to television today – after encouraging 2.8m women to get more active
v The campaign was the first initiative of its kind to celebrate women of all shapes, sizes and levels of ability getting active in all their sweaty, jiggly glory
v New phase expands target age range from 14-40 to 14-60+
v New ad features real women alongside the voice of iconic poet Maya Angelou and her poem “Phenomenal Woman”
v New insight has added messages, including it’s normal to take a break (just don’t let that stop you for good)
After encouraging 2.8m women to become more active, Sport England’s National Lottery-funded This Girl Can campaign returns to television screens today (Friday 24 February).
Staying true to its original formula of showing real women and girls playing sport and getting active, the ambition is still about overcoming judgement – but will also feature new messages to empower women, and a range of new and returning faces. The message is clear: it’s OK to sweat, it’s OK to jiggle, it’s OK not to be brilliant (or to be brilliant!) and it’s normal for life to get in the way sometimes.
This time around, the television advert is set to a new soundtrack blended with a narrative by iconic poet, Maya Angelou. ‘Phenomenal Women’ including 15-year-old trampolinist, Cerys McIntosh, and 69-year-old outdoor swimmer Sue Bairstow showcase their ways of keeping active to the words of the 1978 poem, published in Angelou’s third volume ‘And Still I Rise’.
Other personal stories brought to life include new mum Stephanie Outlaw, student kickboxer Fakhira Mohamad Hassan Mukhtar and blade-runner Debbie Squance from Plymouth, who all show the ways they overcome the worries that can hold women back.
A few familiar faces return too, with Alice (“I’m knackered”) and Grace (“Slow but I’m lapping everyone on the couch”) from the original ads appearing in this next phase.
Artwork from the campaign also includes personal lines from featured women– with phrases such as “Unleash Your Inner Beginner” - or ‘’Take Me as I am or Watch Me As I Go’’. The mantras speak directly to fears discovered in research, and surrounding worries such as not being good enough, or overcoming stereotypes about what women should or shouldn’t do.
Powerful content in prime-time TV advertising, billboards and shopping centre screens will once again drive to the fore images of real women exercising on the national stage and use social media to start a debate about attitudes to female sport and activity.
Women from all over can pledge their support and capture their own This Girl Can mantra image for social media using the web-based app (only on mobile devices): http://app.thisgirlcan.co.uk/#...
Sport England CEO, Jennie Price, said: “This Girl Can has made a real difference since it launched, with the number of women doing regular physical activity and sport now at an all-time high. But there’s a lot more to do.