This Girl Can: The Enjoyment Gap

2.4 million fewer women than men enjoy sport and activity. This is not only detrimental to how women see activity, but also means the industry is missing out on 2.4 million customers. We call this the "Enjoyment Gap". Caused by fear of judgment, society pressures, safety worries, the cost of living to name a few. To show women, organisations and the industry smashing the Enjoyment Gap is possible, we collaborated with four amazingly inspiring grassroots organisations who are closing this gap by simply putting people first. We created a series of docu-films that celebrates their stories. Written and moulded in complete collaboration with each group, we created tools, educational materials, social assets and mantras to inspire organisations big and small to make spaces more safe, suitable, social and self affirming for women. Director: Charlie Coombs 1st AD: Aloha Kul Cinematographer: Evelin van Rei Producer: Livvy Tidd Agency: FCB Inferno