Josie StevensCampaign manager

• Non-departmental public body

• Increasing the number of people doing regular exercise

• Public funding of £300m per annum

Being sweaty Not being fit enough

Family should be more important

Having a red face

Not being good enough

Studying should take priority Not looking ‘made up’

Looking silly

Bringing the wrong equipment

Time with friends should be more important

Changing in front of others

Not being competitive enough

Being the only new person

Exercise isn’t cool

Wearing tight clothing

Not knowing the rules Showing their body

Holding back the group

Wearing sports clothing

Being ‘too’ good

Not appearing feminine

Body parts wobbling when exercising

Wearing the wrong clothing/kit

Developing too many muscles

Being seen as too competitive

FEAR OF JUDGEMENT

Three areas of judgement

PrioritiesAppearance

8/10

50%

girls aged 11-21 believe

there is too much

discussion about women’s

weight in the media

of the same group say they

would like to look more like

the pictures of girls and

women they see in the

media

Ability

BUTCH

RUBBISH

FAMILY

EXERCISE

Get women aged 14-40 exercising

Ground-breaking – fresh, surprising, disruptive

Reshape the language around

women and exercise

Ability to be owned by

women & partners long-term

Think ‘campaigning’, not a campaign

Behaviour change brief

Our Manifesto

Women come in all shapes and sizes and all levels of ability.

It doesn’t matter if you’re rubbish or an expert.

The point is you’re a woman and you’re doing something.

To liberate women

from the judgements

that hold them back

Role for communications

A sassy celebration of active women everywhere• Street cast

• Breadth of activities

• Variety of shapes, sizes & skill levels

• ALL with a ‘don’t give a damn’ attitude

Three phases of the campaign REALISATION

INSPIRATION

SELF-

IDENTIFICATION

1000+ comments

REALISATION

Listening, creating & curating conversation

REALISATION

Self-identification

Self-identification

SELF-IDENTIFICATION

We have 8,400 delivery partners

We’ve partnered with M&S and Sport Relief

28

This Girl Can has been talked about on social media every day since launch on 12 Jan 2015

Six lessons learned (so far…)

1. Plan, test, learn

2. Real insight is your foundation

3. Understand who your role models really are

4. Language & tone of voice is crucial

5. Engage – create & curate conversations that charm

6. Be bold, be brave

Visit the CharityComms website to view

slides from past events, see what

events we have coming up and to

check out what else we do:

www.charitycomms.org.uk

14 July 2016

London

#CCbehaviourchange

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