This Girl Can Beats the Barriers

Agency: 23red
Client: Sport England

2.4 million fewer women than men enjoy getting active. This Girl Can coined this the Enjoyment Gap – and they wanted to close it.

To kickstart a call-to-arms, 23red delivered an activation that packed a punch. We asked women what stops them enjoying exercise, then turned these barriers into punch bags for an interactive boxing experience with Olympian Nicola Adams. The campaign secured 442 pieces of coverage, and three in 10 women say it’s encouraged them to get more active. Over six in 10 now feel they have the opportunity to be physically active – the highest level since summer 2021.