Girl Power – The new Spice Girls? – Advertising copy

OK, so there are 7 of them rather than the original 5, and the names might have to be tweaked a little, but Girl Power appears to be back in the UK, thanks to a new campaign set up by Sport England called ‘This Girl Can’.

And not just in the UK – over the weekend in the USA, ‘Like a Girl’ was the top-ranking advert at the Superbowl, playing on the stereotypes of what it means to be a girl, and how it can hinder confidence.

Anyway, what got me interested from a writing point of view about the ‘This Girl Can’ campaign were the slogans and how they reinforced the core message… no actually, it was more than that – words, images, music all worked in unison to make the whole greater than the sum of the parts.

Here are some of the slogans of advertising copy (none of which came from a PR company)

The thing is, you can read the words, and the images/music instantly spring to mind, which in my mind is fantastic promotion.

So there you have it – the Holy Trinity of words, images & music, working together in perfect harmony… now if only everyone’s advertising copy could be that persuasive!