This Girl Can – Me Again
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.
No matter what new challenges we may be facing, they can’t – and won’t – hold us back for long. We’re here to celebrate women getting active, no matter how they choose to do it.
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. 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 getting the bus to get their steps up.”
Sharon Jiggins, Chief Marketing Officer at FCB Inferno, said, “It has been remarkable hearing the inspiring stories that the This Girl Can community have been sharing about how they are managing to stay active despite lockdown throwing up a myriad more barriers. This film celebrates this and acts as a reminder that the barriers that were there before lockdown are still very much present during a lockdown and as we emerge from it. That’s why it is so important we keep talking about those topics such as menstruation and menopause to normalise the conversations around them.”
The stars of the This Girl Can film will also be appearing on the Instagram feeds of leading social influencers and commentators, including popular fitness YouTubers Lucy Wyndham-Read and Tally Rye, journalists Poorna Bell and Bryony Gordon, and comedienne and TV presenter Judi love, who have all given space within their channels to share the women’s stories and drive conversations around women’s experiences of keeping active during a lockdown.
Credits
Sharon Jiggins – Chief Marketing Officer
Emily Whiteaway – Senior Account Director
Laura Pirkis – Strategy Partner
Tom Lindo – Senior Strategist
Nikki Chapman – Director of Production
Hanna Davis – Broadcast Producer
Russ Mallows – Creative Producer
Owen Lee – Chief Creative Officer
Al Young – Creative Partner
Sarah Lefkowith – Senior Copywriter
Nicole Chen – Senior Art Director
Jude Moore – Senior Editor
Richard Bagley – Head of Artwork
Sarni Strachan – Joint Design Lead
Max Fox – Designer Production
Partizan Director – Ali Kurr
Producer – Rosie Litterick
Production Manager – Charlie Scannell
DOP – Ula Pontikos
Editing – Matt Nee @ Metal Edit
Post Production – Unit
Colourist – Nick Dalby Flame
VFX – Ian Baker and Rob Ellis
Audio – Chris Southwell
Producer – Tania De Sousa
Exec Producer – Darryl Bolton
This campaign is about:
Exercise, Workout, Fitness, Health, Girl, This Girl Can, Sport England, Coronavirus, Covid-19, Pandemic, The National Lottery
