This could almost be Nike ad (that is highest compliment for an ad I have)
Insight: There is currently a gender gap in sports in UK. The amount of females doing sports is only 66% compared to men. One of the main reasons holding women back is the fear of judgment (apparently guys do not fear it). Women think that other people in gym are semiprofessional low body fat athletes, when in reality everyone can benefit and enjoy from doing sports.
You should not also think about how you look when doing sports, because every one looks stupid when doing sports. Case-in-point: the all-time greatest basketball player Michael Jordan:
More important is that when repeated enough times, doing sports makes you look better afterwards.
Will this ad change the sports habits of UK women?
Not solely. It is a great rally cry and provides inspiration for women to take on sports. The usage of regular women in the Nike-esque ad powerfully conveys the message, that everyone can do sports. That is important starting point and good kickstarter for the habit hange
Inspiration is not really enough to change a habit. It is a main component in motivation, but you also have to make sure to address cue, routine and reward to make it stick. Therefore it is interesting to see will “This Girl Can”-campaign play solely on inspiration space or will it expand to even more concrete actions.