This Girl Can: Sport Englandʼs Ground Breaking Campaign-Phase One (November 2014 to November 2015)

Sport England is the government agency responsible for grassroots sport. Our primary purpose is to get more people playing sport and being active. We achieve this by investing National Lottery and Government funding in a wide range of projects, programmes and organisations that get more people taking part in many different types of sport and exercise. Our investment strategy is based on evidence and insight and we deliberately place an emphasis on behaviour change and social marketing principles and techniques to encourage more people to play sport, and support our investment partners to adopt these methods too. This Girl Can is Sport Englandʼs behaviour change campaign to get more women active. It was launched in January 2015 and is funded by the National Lottery. In England, 1.75 million fewer women than men were exercising regularly. Despite the best efforts of sports brands, medical experts, the London 2012 Olympics & investment in facilities, this gap had