Sport England Makes A Splash With New #ThisGirlCan Ad

Sport England’s triumphant #ThisGirlCan ad campaign returns this week, just in time for International Women’s Day. The campaign has been relaunched as part of a partnership between Sport England and Sport Relief, which kicks off on March 18.

The #ThisGirlCan campaign first aired in January 2015 and, after being heavily praised for its empowering message, went on to win the inaugural Glass Lion at the Cannes Film Festival.

In fact, the campaign was so influential that it was later credited with encouraging almost 150,000 women in the UK to take up regular sports – with a whopping 2.8 million women aged 14-40 saying that they had seen the video and done some activity as a result. Last year’s ad featured women from all walks of life competing in sporting events, training, and generally being awesome.

Sport England has decided to take the plunge once again this year in the run-up to the Sport Relief, which will co-ordinate over 1,000 sporting events up and down the country between March 18-20. 

The new advert, which is the first in a series of five, follows a woman swimming across the English Channel for the charity. As she swims across the screen the total money raised, which is bobbing on the water in front of her, steadily increases. The title card then closes with the remark, ‘move over Walliams’- a reference to when comedian David Walliams swam the English Channel back in 2006.

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