UNIT Studio’s team up with Sport England and FCBInferno on an inspiring new spot for This Girl Can during COVID-19
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-life stories.
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.
Directed by Ali Kurr, the advert’s soundtrack 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.
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.”
We see the return of existing cast members from the campaign which aired earlier this year as well as some new additions – 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.
”It was fantastic to collaborate again with Sport England & FCB Inferno on the latest This Girl Can spot. Using a mix of footage from pre and post lockdown the team pulled together another inspiring film. Sport and exercise has been such a huge part of so many people’s positive lockdown experience and this film truly shows that “These Girls Can.” Comments Flame Artist Ian Baker.
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.
Our Senior Colourist Nick Dalby adds; ”It was great to be involved in another addition to the inspiring This Girl Can campaign, we used some of the original stories and added some new lockdown inspired ones. I love the natural style in which it was shot and I enhanced the image using the natural light and added an Autumnal feel throughout. Keeping it colourful but not overwhelming.”
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.
Agency: FCB Inferno
Producers: Hanna Davis, Rachael Clarke
Prod co: Partizan
Director: Ali Kurr
2D: Ian Baker, Rob Ellis
Colour: Nick Dalby
Sound: Chris Southwell
Online: Ian Baker, Rob Ellis
Executive Producer: Darryl Bolton
Producer: Tania De Sousa