Celebrating 10 years of This Girl Can: how the media strategy changed the game

In 2015, Sport England set out to close the gender gap in physical activity – at the time, around two million fewer women than men were regularly active. The result was the launch of This Girl Can, a campaign with a bold yet simple mission: to inspire women to overcome barriers and embrace physical activity. A decade on, This Girl Can has become a cultural milestone – sparking not just a shift in perceptions, but a movement. While its creative brilliance is often celebrated, the role of media – strategically planned and executed by EssenceMediacom in close collaboration with Sport England and The TGC Collective has been instrumental in driving lasting impact.

The media behind the movement

At its core, This Girl Can needed to reach an audience that traditional sports advertising had often overlooked or alienated: women who felt judged, excluded or simply too busy to prioritise exercise. This wasn’t just about delivering a message – it was about breaking down deeply ingrained societal barriers. That’s where EssenceMediacom’s expertise came into play.

Over the past decade, EssenceMediacom has delivered a masterclass in how media can amplify creativity, connect with audiences on a personal level and drive real-world behaviour change. Here’s how they did it:

1. Audience-first planning

EssenceMediacom recognised early on that understanding the nuances of the target audience was key. The strategy is built on three pillars; scaled relevance (broad reach), community relevance (trust over reach) and actionable relevance (hyperlocal and timely).

They went beyond demographics to uncover psychographic insights – exploring the fears, motivations and habits of women who felt disconnected from traditional fitness narratives. This allowed them to craft media plans that reached women where they were, both physically and emotionally.

2. Multi-channel mastery

From TV spots that sparked national conversations to hyper-targeted digital campaigns and trusted influencers that spoke directly to individuals, EssenceMediacom built a multi-channel ecosystem designed for maximum impact. Traditional media like broadcast and out-of-home (OOH) provided broad reach, while social platforms and programmatic advertising enabled personalised engagement. This layered approach ensured the campaign was not only seen but truly felt.

3. Data-driven optimisation

Over the years, EssenceMediacom has continuously refined its strategies using data and analytics. By monitoring performance in real time, they identified what resonated most with audiences and adapted accordingly. This iterative process ensured that every pound of media spend worked harder, keeping the campaign fresh and relevant year after year.

4. Embracing cultural moments

EssenceMediacom’s ability to align This Girl Can with cultural moments and trends has been a standout feature of the campaign. Whether tapping into the rise of body positivity or leveraging major sporting events, they ensured the campaign remained culturally resonant and part of the broader conversation.

5. Partnerships that amplify

Beyond paid media, EssenceMediacom played a key role in identifying and nurturing partnerships that extended the campaign’s reach. Collaborations with local communities, influencers and grassroots organisations helped embed This Girl Can into the fabric of everyday life, creating a ripple effect far beyond traditional media channels. Over the years, forged partnerships with major brands such as Sure, Disney, Strava, British Cycling, the National Lottery and Global Media helped spread the message and encouraged women and girls to start or continue their journeys, potentially saving lives in the process.

Media as a catalyst for change

The results speak for themselves. Since its launch, This Girl Can has inspired over 3 million women to get active, many for the first time. But the true measure of success lies in the campaign’s ability to challenge stereotypes, shift mindsets and create a more inclusive narrative around fitness and sport.

Increasing the confidence of eight in ten women since its launch a decade ago, TGC has also developed a vibrant online community of more than 810,000 women who follow the movement on Facebook, Instagram, and X, while supporting each other in their journey to stay active.

EssenceMediacom’s media strategy was not just about delivering impressions – it was about driving action. By combining deep audience insights with innovative media planning, they ensured that This Girl Can didn’t just reach women but empowered them to take the first step toward change.

Looking ahead: the next chapter

As This Girl Can enters its second decade, the role of media will remain as critical as ever. With new challenges and opportunities on the horizon – from evolving digital platforms to shifting cultural dynamics – EssenceMediacom is poised to continue leading the charge. Their work on this campaign serves as a powerful reminder of what’s possible when creativity and media come together to tackle society’s biggest challenges.

Conclusion: a decade of impact, powered by media

The story of This Girl Can is one of collaboration, innovation and purpose. While the campaign’s creative deserves every accolade it has received, it’s impossible to ignore the transformative power of the media strategy behind it. EssenceMediacom’s ability to connect, adapt and inspire has been at the heart of this campaign’s success – and will undoubtedly fuel its future impact.

As we celebrate 10 years of This Girl Can, we also celebrate the role of media in shaping culture, changing behaviours and making a difference. Here’s to the next decade of inspiring women everywhere to say, “I can.”