We all know that exercise is good for us. But between work, family, and, turns out, women’s fear of being judged for their physical appearance, exercise drops to the bottom of the to-do list. And to pour a bit of salt in the wound, apparently, men are much more likely to be physically active than women, according to studies done in the UK and Australia.
So in 2015, Sports England said “enough of this” and launched This Girl Can, a campaign aiming to inspire, support, encourage and empower women of all shapes, sizes, and skill levels to let go of giving a damn and get sweaty.
The campaign went viral in the UK, motivating over 3.9 million women in England to get active. With such success as an inspiration, Vic Health became the campaign’s first international partner and launched This Girl Can in Australia earlier in the year.
Working alongside The Shannon Company, our friend and colleague, Director Thomas Hyland, approached us to collaborate on a series of online social elements. We gladly jumped on board to organise the production of the series and created eight films featuring real women doing their thing in a variety of activities. The women’s stories show them overcoming obstacles that had previously gotten in their way.
This Girl Can is relatable, raw, and real - definitely a project in our wheelhouse. A creative joy for us to produce, the work was also a meaningful venture in the effort to inspire positive change for Australian women.