05 This Girl Can by FCB Inferno
This Girl Can is a campaign to tackle women's fear of judgement when it comes to exercising and to inspire women to get active. To create mass inspiration, they launched a 90 sec film on prime time TV in parallel to social seeding of the film. The film went live in Cinema, and OOH and digital executions supported the launch. Within days of the broadcast, the campaign trended twice on Twitter, made it into Google’s Hot Trends and Top 12 Trending Searches.
Through their campaign, they had successfully encouraged so many girls to being active as a regular habit with 2.1m exercising more as a result of the campaign. The gender gap between the number of men and women who were regularly active had reduced from 1.79m to 1.55m – and they had proved that there was a more positive, powerful way to motivate women than the conventional health and fitness industry approach.
This is one of their videos made for the campaign:
I love this campaign because it's a feminist campaign and they tackled this issue with representations of POCs, wide range of age groups and different body types. This shows that ANYONE can be active if they want to and not give a sh*t about what others think and overcome that fear of yours. The ads they put out are so motivational and real in a positive way that makes other women want to get active as well.
I also think it's smart that they collaborated with Spotify, a music platform. Because nowadays who works out without a workout playlist, am i right?
They worked with Spotify to identify women who had not listened to their workout playlists over the past 30 days or more, and targeted them with their campaign by showing ads of women, just like them, being active and working out, as a way to encourage them to get active as well (This Girl Can case study, n.d.)
#ThisGirlCan hashtag has been tagged in over 660,000 tweets and it’s been used by women every single day since they launched above the line in January 2015. Not only that, the This Girl Can films have been viewed for over 37 million times on YouTube and Facebook alone (This Girl Can: Case Study, n.d.)
This Girl Can case study. (n.d.). Retrieved from https://www.fcbinferno.com/work/case-studies/this-girl-can-case-study/
This Girl Can: Case Study. (n.d.). Retrieved from https://the-dots.com/projects/this-girl-can-case-study-142741
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