In 2015, Sport England approached FCB Inferno with a major challenge: close the 2 million-strong gender gap in regular physical activity by encouraging more women to get moving. From this brief, Raymond Chan and Simon Cenamor developed This Girl Can—a brand built from the audience up, grounded in a powerful and unifying insight. It celebrated real women getting active on their own terms, free from judgment or pressure.
Nine years on, This Girl Can has become part of the cultural conversation, inspiring lasting behaviour change and redefining how we talk about women and exercise. The campaign has won numerous awards, including the prestigious Cannes Glass Lion.
