Sport England Make A Sweaty Statement With ‘This Girl Can’ Campaign

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This week Sport England launched a televised ad campaign (which has already gone viral with almost 100,000 hits in the first 24 hours on YouTube) to get more women and girls moving, regardless of shape, age, size or ability.

The series of videos, which feature real women who sweat, jiggle and grimace, say that it’s ok to be a beginner and that the road to fitness has to start somewhere.

“Sweating like a pig, feeling like a fox” and “I kick balls, deal with it” are two of the impressively disruptive lines used in the campaign.

‘This Girl Can’ is a direct response to research which shows that two million fewer women participate in sporting activities regularly compared with their male counterparts, something that Sport England (and welltodo London for that matter) says needs to change.

“I believe we can tackle this gap, because our research shows that 75% of women would like to do more,” says Jennie Price, CEO of Sport England.

The research also suggested that women are impeded by a lack of confidence and fear of being judged on ability and appearance.

With regard to the research carried out, Jennie says that “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 time again.”

The video series are cleverly designed to empower a huge audience in the UK to join those women featured, regardless of whether you’re great at it, or completely rubbish. It’s about having fun, doing something and celebrating the feeling that comes from a beautiful rush of endorphins.

Find out more about the campaign and join in the conversation at www.thisgirlcan.co.uk and let us know your thoughts in the comments section below.

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