This Girl Can was created in 2015 to help women smash through barriers preventing them from getting active, by sticking two fingers up at judgment. But this alone was not enough. The campaign had to confront how society must change for all women to get moving, while also tackling practical barriers such as money and time. It showed real women defying society’s judgements about periods, menopause, LGBTQ+ and disability inclusion, all with a don't-give-a-damn tone. And via partnerships, clever targeting, and more, This Girl Can put exercise on women’s terms and got nearly three million women moving in England alone.
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