This Girl Can didn't just shift how brands talk to women about sport. It shifted what a campaign was allowed to feel like. Kate Dale, Director of Marketing at Sport England and the brain behind one of the most culturally significant sports marketing movements of the last decade, joins Brave Bison's Martin Ruffell to talk about what's changed since then and what's still just performative. From the unifying power of World Cup moments to the question of whether brands are brave enough to lead with joy rather than defaulting to grit and inspiration.
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