Client: Sport England
Agency: FCB Inferno
Role: Senior Designer
Scope: Brand Development, Campaign Design, Social Impact
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Overview
In 2015, Sport England presented FCB Inferno with a bold and urgent challenge: tackle the 2 million-person gender gap in regular physical activity by encouraging more women to get moving. The result was the creation of This Girl Can—a campaign built not just for women, but with women at its core.
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Insight-Driven Creative
Developed by Raymond Chan and Simon Cenamor, This Girl Can was founded on a powerful insight: fear of judgment is a major barrier preventing women from being active. The campaign responded not with polished perfection, but with raw, real, and relatable storytelling—celebrating everyday women exercising on their own terms.
Design played a crucial role in making the campaign inclusive, bold, and instantly recognizable. From typography to colour palettes, visual choices reflected confidence, diversity, and authenticity, inviting women from all walks of life to see themselves in the campaign.
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Cultural & Design Impact
Nine years on, This Girl Can has become a cultural movement, shifting perceptions around women and exercise. It has driven lasting behaviour change, empowering millions of women to overcome barriers and get active—without pressure, shame, or unrealistic ideals.
The campaign’s design and messaging have garnered widespread recognition, including the prestigious Cannes Glass Lion, and have been studied as a model for inclusive, insight-led creative strategy.
