THIS GIRL CAN'T

As daylight hours decrease, 72% of women alter their outdoor exercise routines due to safety concerns.

To highlight this issue, we collaborated with Sport England's "This Girl Can" campaign to create a social ‘stunt’ to amplify it’s #LetsLiftTheCurfew campaign. We worked from idea to delivery in one week to make it appear as though the clock at Greenwich's Meridian House reversed time, symbolizing the setback in women's freedom to exercise safely. The video was shared across social media, alongside other campaign assets and sparked conversations about making outdoor activities safer for women during darker months.

The client loved the work for Which? #callitout and wanted similar idea - and with 8 days from idea to out-in-the-world we got it done!