Sport England - This Girl Can

This Girl Can is a nationwide campaign, encouraging women and girls to exercise no matter their shape, size and ability. This campaign stemmed from research showing that a greater number of men exercised compared to women and that this is due to millions of women being scared to exercise due to their fear of judgement. To overcome this fear, the campaign shows off women doing exercise in a real life way. This moves away from imagery of the 'idealised and stylised' appearance of women and shows how it really is. This is further demonstrated through the hard hitting tag lines such as "Sweating like a pig, feeling like a fox" and "I kick balls, deal with it". Sport England describe these tag lines as being used to 'prompt a change in attitudes and help boost women's confidence'. 

Stats released on January 12 2016 show that 2.8million 14-40 year old women who recognise the campaign say that they have done some or more activity as a result of viewing the campaign. As well as this 1.6 million say they have started exercising. (Mindi Chahal 2016)

This is an example of a campaign that have recognised a statistic that they believe can be positively changed through the action of a campaign. Furthermore, this demonstrates a campaign that have used design to influence others through the use of inspiration adverts and poster imagery. Highlighting this gap and addressing it through the use of design has had a positive outcome which is shown through the increasing number of women who have started or continued to exercise through being influenced and inspired by the campaign.

The name of the campaign reflects the overall message that they are promoting and is displayed in a clear, strong logo. This features on each of the campaigns promotional imagery and videos, with the outline of a square being adapted to fit different scales and medias.