FCB Inferno Debuts Stirring Rallying Cry for Sport England's This Girl Can

Mar. 12, 2020

Creative agency FCB Inferno and Sport England have launched a rallying cry that encapsulates many of the challenges and judgments that women still face – and flies in the face of them with a message of strength, confidence, and empowerment.

The rallying cry can be seen in this week’s Stylist Magazine, alongside some of the stories of the women starring in the campaign. It was first released on This Girl Can’s social channels to commemorate International Women’s Day, and was supported and reshared by the likes of the UN Women’s UK account and Olympian Lizzie Simmonds.

The work is part of a push in 2020 to confront the ways society must change to ensure all women feel like they too can be active, and follows on from a triumphant return to TV and out of home in January.

This Girl Can hit its five-year mark in January 2020. The world has shifted greatly in the last half a decade, as has the way that women are marketed to. But many of the original emotional, practical, and societal barriers the campaign sought to help women overcome in 2015 still persist.

Simultaneously, there are many women – including the women of the campaign – who are able to bust past their individual barriers to exercise time and time again and, through the simple act of getting moving, encourage others to do the same.

For the first time ever, This Girl Can has created something that reflects the women of our campaign without showing them visually.  Instead, we have created a rallying cry that draws from and is inspired by the women in our campaign and in our community.

Sharon Jiggins, EVP, FCB Inferno said:

“This Girl Can has become known for showing women as they truly are through our authentic and honest imagery and mantras. In 2020, we wanted to articulate women’s shared experiences in a new way, using our community as the inspiration for a rallying cry for all.

This piece of prose touches upon unspoken truths and shared experiences that many women have in common, and embrace every ability, experience, and way of moving. Our aim is to be joyously inclusive while galvanizing the women of England to move through the world as they please, and unapologetically.”