This Girl Can national campaign launches
This Girl Can is a national campaign developed by Sport England, the government organisation tasked with getting the country active. Yesterday, 13 January, they are launched a campaign to get more women and girls active – whatever their age, shape or ability. Sport England research has identified that, by every measure, fewer women than men play sport regularly – two million fewer 14-40 year olds in total.
Further research into what's stopping women turning their ambitions into reality found that a fear of judgement – on appearance, ability or how they chose to spend time on themselves – puts women of all ages off exercising.
The findings were the driving force behind the campaign’s creation, which aims to empower women and encourage more to get active.
Sport England CEO 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."
The campaign is live across social media, the first TV advert airs live on ITV at 7.54pm Monday 12 January and can also be found in cinemas, billboards and on shopping centre screens up and down the country. All over the UK the message to women everywhere is get inspired, get active and join in the conversation #thisgirlcan.
This Girl Can is a celebration of active women up and down the country who are doing their thing no matter how well they do it, how they look or even how red their face gets. The ethos is that no matter how you are doing it, you are lapping everyone on the sofa!
Catch the full film at http://youtu.be/aN7lt0CYwHg