Closing the 'enjoyment gap' to help women get active

Details

This Girl Can, FCB London's award-winning campaign for Sport England to help women get active, turned its attention to tackling the exercise Enjoyment Gap. Enjoyment is one of the biggest motivators for people to take part in sport and physical activity - and with less than 60% of women active compared to over 63% of men, closing the Enjoyment Gap is an important step towards tackling the stubborn gender activity gap.