These girls can and do

Based on recent research showing that 2.4 million fewer women than men enjoy partaking in sports and physical activity, this campaign created by FCB Inferno and directed by Charlie Coombes through 456 Studios, strives to end ‘the enjoyment gap’.

Enjoyment is one of the biggest motivators for exercise - and with less than 60 per cent of women active, compared to over 63 per cent of men, closing the Enjoyment Gap is an important step towards tackling gender activity disparity. 

Key barriers for women include fear of judgement, safety concerns and the cost of living crisis.

Comprising four films: Black Girls Do Run, Goal Diggers FC, Muslim Girls Fence, and Welcome Gym, the campaign follows previous iterations of This Girl Can by showing real women and groups who are breaking down barriers to help women in their communities get active.