It was accompanied by cinema, outdoor, and social media advertising, which included a Twitter campaign using the hashtag #thisgirlcan.
[1][2] The campaign was created by agency FCB Inferno and the first television adverts were directed by Australian director Kim Gehrig and won multiple awards.
[7][4] Based on the responses to the Active People Survey, women's lower level participation was due to fear of judgement.
[4][5][7][8] A 90-second advertisement was constructed to show everyday women of different ages, body types and ability levels enjoying different sports.
In addition, there was a high level of engagement offline in the forms of collaborations with sports clubs[15] taking part in charity events[16] and selling active wear.
It was credited with inspiring 148,700 more women aged 16 and over to take part in sport for at least half an hour each week between April and September 2015.