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Sport England: I will if you will

Our brief was to create a brand for a behaviour change campaign aiming to change the attitude of women towards exercise. The campaign being funded by Sport England and the National Lottery is currently being piloted in Bury, with the hope of rolling out nationally in the future.

Rather than ‘tell’ women what they should be doing we decided that they should be encouraging and supporting each other to get more active. The idea of ‘I Will If You Will’ is that starting exercise is always easier with a bit of help from your friends.

Client: Sport England
Agency: True North

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I Will If You Will