This Girl Can - Women's Running

This Girl Can

Author: Women's Running Magazine

Read Time:   |  January 12, 2015

you can do it

Sport England has started a new lottery-funded campaign to encourage women to do more exercise, after finding that 2 million fewer women than men partake in regular sport. Delving into the reasons why, Sport England found that embarrassment about body image and competency fears is the route of the problem.

Celebrating the diversity of the female body, Sport England has cast seven ordinary women of varying ages as the faces of This Girl Can to encourage women of all ages, shapes and sizes to get involved in sport. This girls are to feature on billboards everywhere, with real photos displayed of the women working out. At the heart of the campaign is an inspiringly honest advert, depicting the women exercising – curvy, red-faced and dripping with sweat. See the teaser advert below.

Supporting the campaign is sports presenter, Clare Balding. Speaking to The Telegraph she said:

“This ad is trying to reach women who have felt for whatever reason that exercise or sport is not for them, that it’s an exclusive club they can’t join. And I think the most powerful way of doing that is to show women who look like you doing it and don’t be afraid if you wobble. It doesn’t matter. We all wobble.”

The campaign is being promoted on national television, in cinemas and on social media.

For more information visit: www.thisgirlcan.co.uk. To get involved, join the hashtag #ThisGirlCan.

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