Brands are increasingly realising they can have a positive social influence and boost their commercial success at the same time.

This is the view of Tim Doust of marketing agency FCB Inferno, who said more and more brands are becoming aware these two outcomes are not “mutually exclusive.”

The agency was responsible for Sport England’s This Girl Can campaign, which used multiple platforms in an effort to make women feel empowered and confident about exercising and physical activity.

Andrew Williams, Research Director at research agency Future Thinking, believes this initiative worked well partly because the message being put across was in keeping with the organisation’s core activities, personality and values.

“It can’t just be about acquiring customers – you have to make a positive impact on the world,” he observed.

Mr Doust of FCB Inferno added that it devised the This Girl Can campaign after learning there were a “huge number of reasons why women weren’t exercising, all of which traced back to a fear of judgement.”

Marketing campaigns that challenge, Telegraph