Sport England recently launched an inspirational new campaign to encourage more women to get active. The 90 second advert features real women of all ages, shapes and sizes, sweating it out in a variety of different sports.
Research conducted by Sport England found a significant difference in sport participation between the sexes, with two million fewer women regularly undertaking physical activity. Interestingly, however 75% of women said they would like to be more active. The research found that one of the main reasons behind the gap is women’s fear of being judged on physical appearance and sporting ability.
This campaign therefore primarily aims to “liberate women from this fear” and tackle the barriers that currently dissuade so many women from exercising.
In a refreshing move, Sport England have opted to skip the airbrushing and instead have cast real women, partaking in real sport, sweating real sweat and winning real victories. Gone are the carefully orchestrated poses and flawless finishes, everything about this campaign screams ‘real’ and that, is what we hope, will give it real impact. In our opinion this is definitely one step in the right direction, and other media outlets will follow suit.
The advert says “it really doesn’t matter if you are a bit rubbish or completely brilliant, the main thing is that you are a woman and you are doing something, and that deserves to be celebrated.”
The campaign is currently trending on social media with the caption #thisgirlcan and generated 1m Facebook views in under 24 hours.
Inspired by this campaign, the ladies at Zircom have decided to get even more active by partaking in upcoming local sporting events, such as the 5K Run or Dye ‘Colourful Run’ in Liverpool. The run is aimed at all ages and fitness levels and encourages participants to complete the course at their own level, in their own style, whether they run, walk or dance across the finish line. Being showered in colourful dye at every kilometre may well be the most fun we will have ever have exercising! This Girl Can campaign has encouraged us to see what other local events are on in Wirral and Liverpool. Take a look at some of our favourites: