In 2014, 1.79m fewer women than men were exercising regularly, and the gap was growing. Sport England’s objective was to reduce this gender gap. The discovery that ‘fear of judgement’ was holding women back inspired a campaign (spanning TV, cinema, outdoor, digital, social, PR and influencers) that celebrated the triumph of a ‘don’t give a damn’ attitude over society’s judgement. Over 2 million women became more active as a direct result and the gender gap reduced from 1.79m to 1.55m. Based on incremental sports and health benefits generated, the estimated Return on Marketing Investment was £35 for every £1 invested.