Women’s sport body prepares first ad campaign

Women’s Sport and Fitness Foundation is poised to appoint an advertising agency to spearhead its first national consumer campaign.

The charity, which campaigns to make women and girls in the UK lead more active lifestyles, will target its audience with a message that includes making sport as appealing to women and girls as it is to men and boys; making women aware of the importance of being active; and making fit and healthy women and girls social and cultural role models.

There is no incumbent on the account and several undisclosed agencies have already taken part in a pitch. A decision is expected imminently.

The charity says 50% of girls aged 15 are not reaching the recommended level of exercise comprising one hour of moderate physical activity per day.

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