This Girl Can - Beat The Barriers

Closing the Gap

This Girl Can discovered that over 2 million fewer women than men enjoy exercise and sports, for reasons ranging from lack of inclusivity to concerns around personal safety.

This divide has become known as ‘the enjoyment gap’ and, for the gap to be closed, it needed a spotlight shining on it. Working with 23Red’s killer PR department, we needed to create an event to launch This Girl Can’s awareness campaign.

Four primary barriers to women enjoying sport had been identified and those barriers needed beating. So, four punch bags were designed by a women’s art collective to feature the barriers, and women and girls visiting Westfield were invited to strap on some gloves and show the barriers what they thought of them.

And who better to front the campaign and mentor a new wave of barrier busters?

Double-Olympic boxing champion Nicola Adams OBE.

That’s who.