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This Girl Can, the campaign from Sport England to inspire women to take part in sport is a great example of thorough and integrated execution to really sweat the creative. Just from some superficial dissection of the campaign we can see some nice examples in action:

  • Real women with personal inspiring stories taking part in the ad who can become case studies and spokespeople for media
  • Behavioral research to give the media an issue to debate
  • The right level of controversy to spark media and social media commentary on the ad itself
  • Additional content for seeding across social channels
  • Supportive stakeholders in the form of other charities, who will cross promote the campaign through their channels
  • Endorsement from celebrities whose brand images chime with the message of the campaign
  • Regional events to directly engage and generate relevant local media coverage

A campaign that shows that a good idea can be made brilliant when you explore all of the opportunities it presents.