Responses by Sharon Jiggins, executive vice president, FCB Inferno
Background: The one-minute spot “Fit Got Real” is the latest campaign from Sport England’s This Girl Can campaign, funded by the National Lottery; it aims to inspire 250,000 more women to get active. The campaign seeks to redefine what it means to get active by democratizing exercise for all women. It challenges the conventional idea of what exercise looks like, and encourages the traditional sports and exercise world to adapt to the lives of real women.
Reasoning: There were still some segments of the female population where our This Girl Can campaigns had not resonated as strongly as they could have. We uncovered the insight that there were three principal barriers—time, money and energy—which stopped certain groups of women from engaging in more conventional forms of exercise. Our solution lay in championing unconventional ways for women to get active that overcame these three barriers.
Challenges: Ensuring that we truly captured the lives of the women we were trying to reach. We put a huge amount of energy into our casting—avoiding actors and models—to ensure that what we produced was accurate, inclusive, relatable, authentic and inspiring.
Favorite details: The “heaving-the-bike-down-a-narrow-hallway-and-banging-the-walls” moment. And, Paula, our dancing-in-the-living-room woman, quenches her thirst with a glass of water from the kitchen. This is what Fit Got Real is all about—no fancy sports water bottle for her!
Time constraints: Our reappointment to the business in July meant that an October launch was going to be tight. With all the phases, the casting of the women and girls was the most important, which is why, even before we had fully developed the Fit Got Real creative, we started the casting process. When production did get underway, our creative team and director were able to pull together shooting plans very quickly as we had already met the women.
Anything new: Even after uncovering the different barriers of time, money and energy, we hadn’t fully realized that they were closely interlinked with the overarching barrier This Girl Can was founded on—the fear of judgment. Women are very conscious of a “class divide” when it comes to exercise. Not having the right gear and not being able to afford gym membership makes them feel that their exercise efforts don’t count.