The campaign was launched in late October 2014 using social media, with the advertising element of the campaign taking off in January. The campaign is a sassy celebration of active women which recognises that fear of judgement – on appearance, ability or how they choose to spend their time – puts women of all ages off exercising.
It is the first campaign of its kind to feature women who sweat and jiggle as they exercise. It seeks to tell the real story of women who play sport by using images that are the complete opposite of the idealised and stylised images of women we are now used to seeing.
Amid fierce competition from the likes of Waitrose and Sainsbury's Christmas campaigns, Money Supermarket's Twerking Man and Ikea Beds, This Girl Can swept the board in a wide range of categories from music to best director. We are particularly proud of the gold for Best Integrated campaign, which recognises the strength of the campaign across marketing channels (social, pr, digital, outdoor, cinema and television).
Fingers crossed these are the first of many more awards for the campaign, which is clearly having an impact far and wide.