News Navigation

This Girl Can is Back to Inspire More Women to Get Active During COVID-19

Press Release - London, 15 September 2020

This Girl Can returns celebrating women getting active despite current challenges with new film, improved activity finder and a Girls’ Night In evening of music and workouts


This Girl Can is back with an updated campaign celebrating the inventive ways women have stayed active and fit activity into their lives during the pandemic, inspiring women to do the same through brilliant real-lifestories.

Created by FCB Inferno and launched by Sport England in 2015, This Girl Can aims to close the gender gap around activity levels for men and women and is built around the insight that a fear of judgement – of not being good enough, of not looking the part, or of prioritising the wrong thing is the unifying barrier preventing women from being as active as men.

The refreshed advertising features women from the original campaign and some new faces and aims to inspire by showing them fitting activity into their own lives – in their own way, and in their own time. It includes Katy, 43, who founded ‘Blaze Trails’, a community of walking parents and children during lockdown. Walking with her baby on her back and her toddler for company helped her cope with feelings of isolation in lockdown. There’s also Aneesa, a 43-year-old mother of two from South London, who lost her income at the beginning of lockdown so started attending HIIT and dance sessions over Zoom instead. She’s met an entire community of new women as a result.

Kate Dale, Campaign Lead for This Girl Can, said: “At the beginning of lockdown there was a sense there was a right way to do it. A feeling like we should all be starting new hobbies and getting very fit. But the reality for a lot of women is that we have more demands on our time, and more financial and mental wellbeing challenges.

“We’re back with This Girl Can celebrating the fact that there’s no right way to get active – there never was. Just like there’s no right way to do lockdown. We’re celebrating all the women getting active in the ways that work for them, no matter what life throws in their way. Saying it’s okay to do it when you want, how you want. The pandemic has given many of us a renewed appreciation for the benefits of mental and physical health, and we hope the film will inspire other women to want to feel that joy of moving, whether they’re jogging with their kids, squeezing in a HIIT session in between meetings or trying to walk instead of get the bus to get their steps up.”

Sharon Jiggins, Chief Marketing officer at FCB Inferno said; “It has been remarkable hearing the inspiring stories that the This Girl Can community have been sharing about how they are managing to stay active despite lock down throwing up a myriad more barriers. This film celebrates this but also acts as reminder that the barriers that were there before lockdown are still very much present during lockdown and as we emerge from it. That’s why it is so important we keep talking about those topics such as menstruation and menopause to normalise the conversations around them”

The stars of the This Girl Can film will also be appearing on the Instagram feeds of leading social influencers and commentators including popular fitness YouTubers Lucy Wyndham-Read and Tally Rye, journalists Poorna Bell and Bryony Gordon, and comedienne and TV presenter Judi love, who have all given space within their channels to share the women’s stories and drive conversations around women’s experiences of keeping active during lockdown.

As the relaunched advertising campaign returns on video on demand TV, social advertising and radio from Monday 14 September, This Girl Can is also providing more inspiration, information and ideas forgetting active including a new and improved activity finder on the This Girl Can website, which provides accessible options sorted by location.

And as part of the Great British Week of Sport, taking place Saturday 19th - Sunday 27th September This Girl Can and ukactive will be bringing a unique evening of music and fitness on Saturday 26th September powered by Foundation FM. Streamed live across Instagram, the evening will feature exclusive workouts and DJ Sets, that people can join from the comfort of their own living room. You can join in at #BeActive and @GBweekofsport.

The campaign is supported by publicity from Red and media planning and buying from MediaCom and Manning Gottlieb OMD, respectively.

For more information about This Girl Can, please visit:

Visit the This Girl Can Activity finder:


- ENDS -


About the This Girl Can Advert

Shining a light on the diverse ways women have found to keep active, such as home training, video conference group workout sessions and other heart raising activities such as walking, running and swimming widely feature. The advert maps reality, as women get active for themselves or with their family, children and others.

New cast members Jennifer shows the realities of working out with her children and trying to keep up with her more unusual routines like aerial fitness; Aneesa uses free classes on YouTube and Zoom to keep active and stay connected to her community; Cathy is seen using her time running to switch off from her busy home life with five kids; and Katy is shown balancing her routine of long walks and breastfeeding her 6-month old baby.

Existing cast member Hannah is seen using yoga to ease heavy menstrual cramps; Glynnis is rediscovering her love of swimming and building up her self-confidence in the pool; Gym-going mother and daughter Patrice and Yvonne are using exercise to combat their symptoms of menopause and Polycystic ovary syndrome.

Directed by Ali Kurr, it features the distinctive vocals of British Rapper, Little Simz’s Offence track to reinforce that it really is time women stopped having to feel judged, defined by society, and told what to do. It airs on 14th September and is supported by radio, digital and social push including a series of content films that deep dive into the stories of the women and girls featured.


About Sport England

Sport England is a public body and invests up to £300 million National Lottery and government money each year in projects and programmes that help people get active and play sport. It wants everyone in England, regardless of age, background, or level of ability, to feel able to engage in sport and physical activity. That’s why a lot of its work is specifically focused on helping people who do no, or very little, physical activity and groups who are typically less active - like women, disabled people and people on lower incomes.


About This Girl Can

Since 2015, Sport England has been working to address the significant gender gap found in sports and exercise, to build women’s confidence around being active, and help them meet the Chief Medical Officers’ guidance. The campaign was based on the insight that 75% of women say they want to do more sporting activities or exercise, but one of the unifying barriers found to be holding them back is a fear of judgement. This Girl Can’s objective is to encourage women to engage in physical activity regardless of shape, size, age or ability.


About FCB Inferno

FCB Inferno is one of London’s leading advertising agencies, and part of global advertising network FCB. The network dates back to 1873, and now has 9000 employees in 90 countries, with 120 at FCB Inferno. The agency’s clients sit across industry sectors and currently include Sport England, BMW, Kimberly Clark, the Home Office and the Premier League.

FCB Inferno was voted Agency of the Year at the inaugural Campaigns for Good awards. Over the past 4years we have been recognised at Cannes International Festival of Creativity in categories including Film, Social and Influencer, Mobile, Digital Craft and Brand experience. We received two Grand Prix awards in 2015 and 2016 and were the second most awarded European agency - and eighth in the world- at the festival in 2019.


Campaign Credits: 

Sharon Jiggins – Chief Marketing Officer 

Emily Whiteaway – Senior Account Director 

Laura Pirkis – Strategy Partner

Tom Lindo – Senior Strategist

Nikki Chapman – Director of Production 

Hanna Davis – Broadcast Producer

Russ Mallows – Creative Producer 

Owen Lee – Chief Creative Officer

Al Young – Creative Partner

Sarah Lefkowith – Senior Copywriter 

Nicole Chen – Senior Art Director 

Jude Moore – Senior Editor

Richard Bagley – Head of Artwork 

Sarni Strachan – Joint Design Lead 

Max Fox – Designer


Production company – Partizan

Director – Ali Kurr

Producer – Rosie Litterick

Production Manager - Charlie Scannell

DOP – Ula Pontikos

Editing – Matt Nee @ Metal Edit


Post Production – Unit

Colourist – Nick Dalby

Flame VFX – Ian Baker and Rob Ellis 

Audio – Chris Southwell

Producer – Tania De Sousa

ExecProducer – Darryl Bolton