FCB Inferno and its content arm Fuel Content are serving as the matchmaker between Sport England's philanthropic wellness initiative This Girl Can and Disney.
Disney UK’s involvement, which forms part of its wider Healthy Living initiative, represents the first time that This Girl Can has worked with a brand partner to create bespoke content.
The resulting Disney-inspired dance-along film shows mothers engaging in home-based exercise routines with their children as they move to Disney classic tunes, like "Under the Sea" from "The Little Mermaid."
This Girl Can earlier posted a Facebook message to invite families who love to dance together to send in videos of themselves. The "astonishing" number of submissions enabled FCB Inferno to cast real families for five three-minute films.
While Sport England is rooted in the U.K., Disney will allow it to harness the global appeal of its music and tap into the brand's social audience to ensure maximum, highly targeted reach to families across the world.
This partnership represents a new direction for the nonprofit, as This Girl Can will soon announce several additional partnerships set to launch over the next year.
"We knew we wanted to open the door to brand partners, but we needed to protect the integrity of the movement and ensure that any partnerships were fully aligned with the spirit of This Girl Can," said Kate Dale, This Girl Can’s Campaign Lead.
The videos can be viewed here.