‘This Girl Can’ campaign encourages more women to get active

The launch of Sport England’s ‘This Girl Can’ TV ad campaign last month was watched by 7.5m people, and the accompanying social media campaign has also received a strong reception.

The campaign, which aims to get more women and girls active, regardless of age, shape, or ability, is the first to portray the real story of women who exercise, using images that are the opposite of the stylised ones we’ve become so used to seeing in adverts.

Two million fewer 14-40 year old women participate in sport than men in the same age range. However, despite this statistic, 75% say that they would like to be more active.

Research into why more women are not participating in sporting activity found that a fear of judgement – whether this be of their appearance, ability, or how they chose to spend their time, is the key factor that puts women off exercise.

CEO of Sport England Jennie Price said: “The figures on participation are crystal clear. There is a significant gender gap, with two million more men than women exercising or playing sport regularly. I believe we can tackle this gap, because our research shows that 75% of women would like to do more.”

“Before we began this campaign, we looked very carefully at what women were saying about why they felt sport and exercise was not for them. Some of the issues, like time and cost, were familiar, but one of the strongest themes was a fear of judgement. Worries about being judged for being the wrong size, not fit enough and not skilled enough came up time and again.”

“Every single woman I have talked to about this campaign – and that is now hundreds – has identified with this, and it is that fear of not being ‘good enough’ in some way, and the fear that you are the only one who feels like that, that we want to address.”

To find out more about the ‘This Girl Can’ campaign visit www.thisgirlcan.co.uk.

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