Nothing is going to change for women by being passive. Women are still confronted by challenges and judgments that get in their way – not to mention their own inertia. This Girl Can hit its five-year mark in January 2020. The world has shifted greatly in the last half a decade, as has the way that women are marketed to. But many of the original emotional, practical, and societal barriers the campaign sought to help women overcome in 2015 still persist.
So FCB Inferno and Sport England have written a rallying cry to give women the strength, confidence, and feeling of empowerment they need.
The rallying cry is published in this week’s Stylist Magazine in the UK, alongside some of the stories of the women starring in the campaign. It was first released on This Girl Can’s social channels to commemorate International Women’s Day and was supported and reshared by supporters such as the UN Women’s UK account and Olympian Lizzie Simmonds.
The work is part of a push in 2020 to confront the ways society must change to ensure all women feel like they too can be active, and follows on from a return to TV and out of home in January. While some women are still intimidated by the challenge, there are many others, including the women of the campaign, who are able to bust past their individual barriers to exercise time and time again and, through the simple act of getting moving, encourage others to do the same.
Sharon Jiggins, executive vice president, FCB Inferno, commented, “This Girl Can has become known for showing women as they truly are through our authentic and honest imagery and mantras. In 2020, we wanted to articulate women’s shared experiences in a new way, using our community as the inspiration for a rallying cry for all.
“This piece of prose touches upon unspoken truths and shared experiences that many women have in common, and embrace every ability, experience, and way of moving. Our aim is to be joyously inclusive while galvanizing the women of England to move through the world as they please, and unapologetically.”
Credits:
Agency: FCB Inferno
Chief Creative Officer: Owen Lee
Creative Partner: Al Young
Senior Copywriter: Sarah Lefkowith
Senior Art Director: Nicole Chen
Director of Production: Nikki Chapman
Creative Producers: Hanna Davis & Russ Mallows
Senior Editor: Jude Moore
Head of Artwork: Richard Bagley
Joint Design Lead: Sarni Strachan
Designer: Max Fox
Executive Vice President: Sharon Jiggins
Senior Account Director: Emily Whiteaway
Account Manager: Becky Glover
Strategy Director: Laura Pirkis
Senior Strategist:Tom Lindo
Schultz Schultz Grafik: Animation Studio
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