Come, do your worst

Sport England teamed up with EMD UK to create accessible and affordable exercise classes for less sporty and marginalised women. Our target audience loathed PE at school. They shied away from gyms with body-perfect people and matching designer lycra. These women didn’t like seeing their sweaty selves in the large mirror in aerobics classes and felt humiliated when they got all the moves wrong. ‘Come do your worst’ was the pitch winning idea. And it’s still promoting the classes today.