Sharon Jiggins, VP Managing Partner at 23red (part of Capgemini), has built a career championing creative work that is a force for good. Over more than two decades in advertising she has led campaigns designed to change behaviour and shift culture.
Most notably, Sharon has been the creative agency lead on Sport England’s groundbreaking This Girl Can campaign since before its launch over ten years ago. The campaign has become one of the most celebrated behaviour-change programmes in the world, winning nine Cannes Lions including the UN Grand Prix for Good and the inaugural Glass Lion, and helping transform the way women and girls are portrayed in advertising. Sharon has consistently pushed for more authentic and empowering representation both in front of and behind the camera.
Her work spans a wide range of social issues, tackling taboo subjects such as domestic violence, forced marriage and FGM, and using creativity to spark conversation and drive meaningful change. Today, This Girl Can stands as a landmark in modern advertising - not only for its cultural impact in getting millions of women moving, but for its lasting legacy in the industry. The campaign is now studied as part of the Media Studies GCSE curriculum, cementing its place as a defining example of how creativity can shape culture and inspire change.