The best of non-profit advertising and marketing for social causes

Sweating like a pig. Feeling like a fox.

Sweating like a pig. Feeling like a fox.


A new campaign from Sport England, the government body charged with getting people in the UK moving. Their research uncovered that female participation in sport is far lower than men’s, and for specific reasons associated with body image and fear of being judged. Which makes this bold, celebratory, women-first campaign right on the money.

I love the relentlessness of the approach – story after story, execution after execution, giving everyone something to love and something to share.

sport-england-i-jiggle untitled untitled sport_england_i_kick_balls  sport-england-hot-and-not-bothered






Agency: FCB Inferno

I’m creative partner of the UK’s GOOD Agency. We build belief in brands, businesses and causes, because people do more with brands they believe in. Read more.