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This Girl Can
This Girl Can is a nationwide campaign run by Sport England aim at all women, regardless of age, ability, shape or size.
Research reveals a huge difference in the number of men and women playing sport. And it's not because females don't want to get active. Millions of women and girls are afraid to exercise because of fear of judgement.
The campaign features images of women 'who sweat and jiggle as they exercise.' It seeks to tell the real story of women who play sport by using images that are the complete opposite of the idealised and stylised images of women we are now used to seeing. "Sweating like a pig, feeling like a fox" and "I kick balls, deal with it" are among the hard-hitting lines used in the campaign to prompt a change in attitudes and help boost women’s confidence.
The campagin was a response to research that showed considerably less women take part in sport than men, two million fewer 14-40 year olds in total. Despite this, 75 per cent say they want to be more active. In some other European countries, this disparity doesn’t exist.
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.
Reasons that put woment of taking part:
- time
-cost
- fear of judgement (wrong size, not fit enough, not skilled enough)
How to Engage Girls and Women
Actions to adress practical barriers
Hyper local venues (ideally within walking distance) or close to stops on popular bus routes
Venues that are close to other important hubs of activity, e.g. shops and schools.
Timings that fit with different routines, e.g. before/after work, weekend mornings, later evening after children’s bedtimes.
Affordable childcare made available.
Family fun sessions or ways to take part with children.
Taster and drop-in sessions which allow women to take part without concerns of over-committing time or money.
Consistent hub sessions which allow for more flexible and fluid participation.
For disabled women, activities need to be accessible making it easier to integrate within mainstream offerings.
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Actions for getting past 'hang ups'
Women-only sessions are particularly important to some communities and need to be delivered appropriately. For example, male staff cannot walk into sessions to repair equipment.
Offer sessions tailored to different ability levels, especially for beginners, those lacking confidence, as well as for the more advanced.
Age-targeted activities (at both ends of spectrum) can appeal to younger and older generations.
Bring a friend (or carer) discounts encourage women to overcome a fear of going alone.
Design
This campaign was launched by FCB INFERNO. The original 2015 campaign film was watched over 95 million times. Nearly 3 million women in the UK were motivated to become more active.
Insight
75% of women want to do more exercise but something is stopping them and that is the ‘fear of being judged’.
Idea
This Girl Can is a celebration of active women everywhere, confidently overcoming their fears to feel they belong and are totally at home with exercising.
The ad
The ad was directed by Kim Gehrig under SomeSuch.
Agency: FCB Inferno
CCO: Al Young
Creative director: Bryn Attewell
Creatives: Raymond Chan, Simon Cenamor
Director: Kim Gehrig
Production company: Somesuch
https://www.creativereview.co.uk/how-this-girl-can-has-inspired-women-to-be-more-active/
The campaign’s inclusive message is evident in photography – the women pictured were scouted in the street and are not professional models or actors. Images, shot by Adam Hilton and Charlie Campbell, have not been retouched or manipulated.
This girl can is a very successful campaign. The first phase focused on girls and woman aged 14 to 40 and the second phase opened the campaign up to woman aged 60 and older. This is a massive age range. From both primary and secondary research I have found there to be a gap in participation between the ages of 16 to 18/19 (college / 6th form years) My project will focus on this age range.
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