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How This Girl Can is tackling the stigma around women getting active

With the 2020 campaign, This Girl Can demonstrates its commitment to both tackling and dismantling long-entrenched social stigmas around female exercise.

Izzy Ashton

Deputy Editor, BITE

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Sport England

The 4th phase of This Girl Can brings to life the ‘fear of judgement’ around topics and groups that require wider society to change if all women are to be given the opportunity to get active.

Agency:
FCB Inferno, London

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Sport Stereotyping Women