This Girl Can: 10 years of breaking barriers and inspiring millions
21 January 2025
A decade ago, we had the privilege of helping bring a groundbreaking vision to life: This Girl Can. This wasn’t just another campaign; it was a cultural shift that tackled one of the most significant barriers holding women back from sport - body image stigma.
Working across the UK, we focused on real women in real moments, showcasing authentic stories that resonated far beyond the screen. The results, as reported by Sport England, speak for themselves:
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2.8 million women aged 14-40 inspired to get active.
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1.6 million women started exercising because of the campaign.
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1.2 million women increased their participation in sports.
The impact was nothing short of transformative. Beyond the numbers, This Girl Can created a legacy of awareness, shifted attitudes, and ignited a movement that encouraged women to unapologetically prioritise their health and well-being.
This 10-year milestone is a reminder of what’s possible when creativity meets purpose. We’re proud to have
been part of this landmark campaign, proving that bold, authentic storytelling has the power to reshape culture.
As we look to the future, the journey continues. Here’s to breaking more barriers, inspiring more action, and creating a world where everyone feels confident to get moving - on their own terms.
