Consumer Insight

Women in Sport

The Issue

WIS were working towards a new campaign to drive women’s participation in sport. They wanted a more systematic, objective understanding of the cultural barriers, to help create strong, ambitious work (‘This Girl Can’).

The Action

We analysed a huge range of ‘sports culture’ stimulus, from high-street environments and media narratives around sport and fitness, to YouTube comments on women’s football videos.
We delivered a concise, action-oriented report on the huge cultural gap between the genders in sport.

The Feedback

“Helped us to deliver a highly effective, cost efficient campaign”

England Athletics, ‘Report on Increased Participation’