The Ask: This Girl Can’s iconic campaign, launched 10 years ago, has been really successful at getting women to move more. But data suggests it hasn’t impacted low income as well as middle class women. Especially Black and South Asian women , women 50+ and women who are pregnant or with a child under one.
The Insight: More than one insight drove this campaign but these are the main ones revealed by research
1) the fitness industry has trained women to think that exercise is for weight loss when the real benefits are to our sleep, mood, confidence and energy.
2) the fitness energy has hyperfocalized on individualistic and hyper sexualized images of ultrafit women, leaving many women feeling like they weren’t made for sport.
3) action leads to motivation and not the other way round. Just doing 10 mins of exercise can unblock the inertia and make you want to do more
4) Associating movement with joy is the biggest predictor of whether you exercise. Our women are tired and don’t want one more thing they have to force themselves to do.
The strategy: Celebrate the immediate benefits of movement in all shapes and sizes
The idea: The TV repurposed the song “We like the way you move” to honor how women move in their lives as well as in physical activity. The OOH dimensionalized what counts as joyful movement and reinforced the benefits to sleep, mood, confidence and energy.
