ABOUT

In England, two million fewer women than men were exercising regularly, despite 75% of these women saying they wanted to be more active. Existing sport brand advertising, the London 2012 Olympics and the obvious health benefits had failed to inspire them. Clearly, we needed a different approach. We discovered that a unifying barrier standing between women and exercise was the fear of being judged – for anything from wobbly bits to sweat patches. This Girl Can tackles this head on, featuring street-cast women who are already out there jiggling, wiggling and perspiring with pride.