This Girl Can launched with a film and series of print ads (created by FCB Inferno) which offered a refreshingly honest portrayal of exercise. There were no unrealistic images of models or athletes looking immaculate at the finish line and no mention of losing weight or being “beach body ready”. Instead, women of various ages and body shapes were pictured taking part in a range of sports – from running to swimming and basketball – and looking sweaty, red-faced and exhausted (but happy) while doing it. Images were accompanied by some defiant and funny taglines, from ‘I kick balls. Deal with it’ to ‘Sweating like a pig, feeling like a fox’.