This Girl Can / Sport England

  • Pamela Nolan
  • Duncan Nicholls

This Girl Can believes that there’s no right way to get active – if it gets your heart rate up, it counts. And we want more women to find what’s right for them. The campaign celebrates active women who are doing their thing no matter how they look, how well they do it or how sweaty they get. We want to challenge the conventional idea of what exercise looks like and reach out to women of all backgrounds and ethnicities who feel left behind by traditional exercise. In doing so, we’re aiming to inspire more women and girls to wiggle, jiggle, move and prove that judgement, time, money and energy are barriers that can be overcome.

This Girl Can // Sport England
Photographer: Duncan Nicholls
Production: Pamela Nolan
Agency: Global Assignments agency


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    Sport England