The #ThisGirlCan sports campaign was developed by which English public body?

The #ThisGirlCan sports campaign was developed by Sport England. It was launched in January 2015 to encourage women and girls to become more active by addressing fear of judgement, embarrassment and worries about not looking like a “typical” athlete.

The campaign grew from Sport England research, including its Active People Survey. The research found a substantial gender gap in participation and indicated that many women wanted to exercise more but felt discouraged by social expectations and concerns about appearance or ability.

Its advertisements deliberately featured everyday women of different ages, body types and abilities swimming, dancing, boxing, running and playing football. The campaign’s energetic visual style and candid portrayal of sweat and effort helped distinguish it from polished fitness advertising.

FCB Inferno created the campaign’s advertising, but Sport England was the public body behind it. England Athletics, British Cycling and UK Sport are separate sporting organisations and were not the campaign’s developer. The initiative later expanded through new advertising waves and digital activity.