Poster
This Girl Can — Sweating Like a Pig
Sport England · 2015
- Agency
- FCB Inferno
- Campaign
- This Girl Can
Analysis
Sport England addressed women's fear of judgment during exercise. The poster pairs a visibly active woman with a line that turns sweat into confidence.
“Sweating like a pig, feeling like a fox.”
Verbal contrastEveryday athlete
Why it worked
The words accept an unflattering description and attach a confident one to it. The photograph shows exertion as part of the reward.
Lesson
Address the audience's specific fear in the words they use.
Image source
© Sport England. Shown for study and commentary.
Not affiliated with or endorsed by Sport England.