Sport England briefed FCB Inferno to “Create a campaign that women themselves will own”. This led to one of the most shared campaigns of 2015, This Girl Can. To achieve this meant thinking differently; planning for the moment that you let go. A talk about the development of the campaign and social media phenomenon that any brand would die for. View More

“Create a campaign that women themselves will own” was the brief from Sport England to FCB Inferno in June 2014 that led to one of the most shared and loved campaigns of 2015, This Girl Can. Inspiring women to exercise is hard enough without the pressure of creating a campaign that they will adopt as their own. It meant thinking in a completely different way; planning for the moment that you let go. Now women all over the world are owning This Girl Can. Tanya Joseph (Director, This Girl Can campaign, Sport England), Sharon Jiggins (Managing Director, FCB Inferno) & Vicki Holgate (Head of Strategy, FCB Inferno), talk about developing the campaign, the search for an insight that would unlock a change in behaviour and a truly social use of social media. They will explain how the seeds were sown for This Girl Can to take on a life of its own long before the TV ad took off. They also reveal a new social media phenomenon that any brand would die for. View Less