BIMA10 Awards Finalist

Produced by: Cyber-Duck Produced for: Sport England


Sport England, This Girl Can by Cyber-Duck

This Girl Can (TGC) launched ‘Me Again’ in January 2020, a campaign that breaks down barriers to women getting active and tackles new taboos like motherhood, menstruation and menopause.

The high-profile ad campaign and event hosted by Clare Balding launched with a confident soundtrack by Little Simz. A customised Activity Finder turned inspiration into action, with tailored recommendations for each user.

Then COVID-19 hit. This Girl Can had to respond, fast.

Our digital partner Cyber-Duck reworked the Activity Finder to promote home-friendly activities, pivoted the TGC community, and we launched a £10million community fund for groups who help women get active locally.

In the autumn, we launched Sistagram to sustain the conversation about keeping active during lockdown.



The results were unprecedented:
• Launch ad: 1 million views across social media in 48 hours
• 312 pieces of organic media coverage including The One Show
• 85% of all women in England aged 20-60 reached via organic and paid media
• 10,000 extra women attended parkrun for International Women’s Day – including 1,300 first-timers
• Seven weeks after launch, three in 10 women reported getting active due to the ‘Me Again’ campaign

We ended the year with the highest TGC brand awareness we’ve ever had.



Get to know Cyber-Duck

Established in 2005, Cyber-Duck is a leading digital transformation agency that works with exciting startups and global brands such as the Bank of England, Mitsubishi Electric and Cancer Research. Cyber-Duck delivers transformation that is powered by user-centred design, data and technology. The company blends an ISO-accredited design process with lean and agile management principles, and draws expertise from investment in creative R&D.

The Cyber-Duck team have spoken as industry experts on BBC Watchdog and at many notable conferences, including SXSWi, UKTI, UXPA and UX London. The company has won some of the most sought after industry awards, including the Webby, Wirehive 100 and UX UK Awards. They were ranked as one of the top five agencies for client satisfaction by The Drum’s Independent Agencies census, as well as being listed in Deloitte’s Technology Fast 500 (EMEA).