This Girl Can creator joins The Playbook

Tanya Joseph, the architect of Sport England’s award-winning This Girl Can campaign, has joined The Playbook’s new Change Network – a group of specialist advisors with expertise in behavioural science and behaviour change campaigns. 


Tanya Joseph

As director of business partnerships for Sport England, Joseph was named ‘Marketer of the Year’ at the 2015 Masters of Marketing Awards after This Girl Can was credited with inspiring 2.8 million women to get active.

She will advise Hanover-owned The Playbook on audience insight and creating behaviour change campaigns, with a particular focus on getting more people active and taking part in sport.

Joseph said: “I am delighted to be working with The Playbook and excited to contribute my experience to its insight-led campaigns that really do drive a positive change in behaviour.”

Also joining The Playbook’s Change Network is Dr Rosie Webster PhD, a behavioural scientist, expert on digital health and associate of the UCL Centre for Behaviour Change.

Eddie May, MD of The Playbook, said: “I’m really excited about the opportunity to work with Tanya and Rosie. Our purpose as a business is to create campaigns that change perception and behaviour, and the Change Network will allow us to tap into some genuine expertise to add value to our clients.

“As the architect of the brilliant This Girl Can campaign, few people know more than Tanya about engaging an audience and changing their behaviour.  Rosie, meanwhile, has fantastic knowledge and experience in behavioural science, psychology and digital health campaigns.  We plan to add more expertise to the group over the next few months.”

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