This Girl Can is Sport England’s national campaign to encourage women and girls to get active by tackling the barriers that stop them taking part. Enjoyment is one of the biggest motivators for participation — yet fewer than 60% of women are active, compared with over 63% of men.

This Girl Can With You marked a new phase of the campaign, shifting the focus to sport and activity providers and their role in closing this Enjoyment Gap. The work highlighted real organisations breaking down barriers in their communities, including Black Girls Do Run, Goal Diggers FC, Muslim Girls Fence and Welcome Gym.

My role on the campaign centred on headline development and scriptwriting, helping shape clear, motivating messages that stayed true to the brand’s honest, insight-driven tone.