Sport England’s This Girl Can initiative has launched a new campaign created by FCB Inferno
The new campaign phase, ‘This Girl Can With You’, is a call-to-arms to sport and activity providers to dismantle the barriers that contribute to the Enjoyment Gap.
Enjoyment is one of the biggest motivators for people to take part in sport and physical activity – and with less than 60% of women active compared to over 63% of men, closing the Enjoyment Gap is an important step towards tackling the stubborn gender activity gap.
This Girl Can
‘This Girl Can With You’ will support organisations across the sport and physical activity sector to develop solutions in response to four action areas.
The brand-new website has tools, tips and ideas for organisations to get started, with the insight building upon the brilliant work that many grassroots organisations and activity providers are already delivering to close the Gap.
Four inspiring groups and organisations working to close the Gap are featured in new This Girl Can films: Black Girls Do Run, Goal Diggers FC, Muslim Girls Fence, and Welcome Gym.
The campaign was created by long term agency partner FCB Inferno and as per previous iterations of This Girl Can, shows real women and groups who are breaking down barriers to help women in their communities to get active.