1 This Girl Can

Synthesis of the case study

This Girl Can is a national campaign developed by Sport England and a wide range of partnership organisations. It’s a celebration of active women up and down the country who are doing their thing no matter how well they do it, how they look or even how red their face gets. This campaign has been the most viral campaign about women participation in sport and it is an exemplary case of a marketing campaign that didn’t sell anything, but wanted to introduce behavioral change.