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This Girl Can campaign celebrated for featuring 'real' female fitness stories
POSTED 15 Jan 2020 . BY Tom Walker
The film has been designed to show the 'raw, unfiltered reality of women exercising in whatever way that works for them' Credit: Sport England
"We've designed the new adverts to show things we're still not seeing"
– Lisa O'Keefe
The latest edition of the highly-successful This Girl Can Campaign has been celebrated for its "taboo-busting" and "brave" take on what female fitness really looks like.

The new body-positive advert is seen as a perfect antidote to what has been described as "unrealistic and negative images of women" often used in fitness-related online content and media marketing campaigns.

According to Sport England, the film has been designed to show the raw, unfiltered reality of women exercising in whatever way that works for them.

The advert has been created on the back of research by Sport England, which revealed that 63 per cent of women who see slim, toned bodies on social media sites say this has a negative impact on them.

The research also highlighted the possible negative role played by so-called influencers.

Less than a fifth (18 per cent) of women who follow fitness influencers find their highly-polished and curated personalities relatable, while nearly a quarter (24 per cent) of women are actually negatively affected by influencer content – as it often makes them feel bad about themselves.

Sport England has now called for influencers, media and brands to feature more realistic and diverse imagery of women to promote sport and physical activity.

Lisa O’Keefe, Sport England director of insight, said she hopes the advert will convince women they don’t need to be in shape or super confident in their bodies to take part.

“This Girl Can is about helping women feel confident, so they can overcome the fears about being judged that our research showed was stopping many from getting active,” O'Keefe said.

“Since we launched five years ago, we're seeing more relatable images in advertising and social media, but there's a long way to go until women's lives are being shown in a realistic way.

“We've designed the new adverts to show things we're still not seeing - women using exercise to manage period symptoms or juggling motherhood - all while celebrating women of all shapes, sizes, abilities and backgrounds.”

The This Girl Can campaign was developed by Sport England to promote sport among women and is now in its fifth year. The first television advert was aired on 12 January 2015.

It was created to tackle the significant gender gap found in sports and exercise, to build women’s confidence around being active and help them meet the Chief Medical Officers’ guidance. The campaign was based on the insight that 75% of women say they want to do more sporting activities or exercise, but one of the unifying barriers found to be holding them back is a fear of judgement.

Since its launch, the campaign has been credited with inspiring more than 3.5 million women to get more physically active.

The new campaign advert in full:


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New This Girl Can campaign focuses on women and cycling


Sport England and British Cycling are partnering on a new "This Girl Can" campaign designed to highlight British Cycling's recreational, women-only bike riding programme, which offers hundreds of free bike rides across the UK. Using a series of targeted social media films and image adverts, the six-week campaign will mirror previous bold and eye-catching This Girl Can campaigns, showing how women, regardless of age, background, fitness or experience, can take up cycling and overcome those barriers in a judgement-free environment.
Les Mills On Demand partners with This Girl Can campaign


Fitness group Les Mills has joined forces with Sport England’s This Girl Can campaign to help break down women’s barriers to fitness.
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Jobs   News   Products   Magazine
NEWS
This Girl Can campaign celebrated for featuring 'real' female fitness stories
POSTED 15 Jan 2020 . BY Tom Walker
The film has been designed to show the 'raw, unfiltered reality of women exercising in whatever way that works for them' Credit: Sport England
We've designed the new adverts to show things we're still not seeing
– Lisa O'Keefe
The latest edition of the highly-successful This Girl Can Campaign has been celebrated for its "taboo-busting" and "brave" take on what female fitness really looks like.

The new body-positive advert is seen as a perfect antidote to what has been described as "unrealistic and negative images of women" often used in fitness-related online content and media marketing campaigns.

According to Sport England, the film has been designed to show the raw, unfiltered reality of women exercising in whatever way that works for them.

The advert has been created on the back of research by Sport England, which revealed that 63 per cent of women who see slim, toned bodies on social media sites say this has a negative impact on them.

The research also highlighted the possible negative role played by so-called influencers.

Less than a fifth (18 per cent) of women who follow fitness influencers find their highly-polished and curated personalities relatable, while nearly a quarter (24 per cent) of women are actually negatively affected by influencer content – as it often makes them feel bad about themselves.

Sport England has now called for influencers, media and brands to feature more realistic and diverse imagery of women to promote sport and physical activity.

Lisa O’Keefe, Sport England director of insight, said she hopes the advert will convince women they don’t need to be in shape or super confident in their bodies to take part.

“This Girl Can is about helping women feel confident, so they can overcome the fears about being judged that our research showed was stopping many from getting active,” O'Keefe said.

“Since we launched five years ago, we're seeing more relatable images in advertising and social media, but there's a long way to go until women's lives are being shown in a realistic way.

“We've designed the new adverts to show things we're still not seeing - women using exercise to manage period symptoms or juggling motherhood - all while celebrating women of all shapes, sizes, abilities and backgrounds.”

The This Girl Can campaign was developed by Sport England to promote sport among women and is now in its fifth year. The first television advert was aired on 12 January 2015.

It was created to tackle the significant gender gap found in sports and exercise, to build women’s confidence around being active and help them meet the Chief Medical Officers’ guidance. The campaign was based on the insight that 75% of women say they want to do more sporting activities or exercise, but one of the unifying barriers found to be holding them back is a fear of judgement.

Since its launch, the campaign has been credited with inspiring more than 3.5 million women to get more physically active.

The new campaign advert in full:


RELATED STORIES
New This Girl Can campaign focuses on women and cycling


Sport England and British Cycling are partnering on a new "This Girl Can" campaign designed to highlight British Cycling's recreational, women-only bike riding programme, which offers hundreds of free bike rides across the UK. Using a series of targeted social media films and image adverts, the six-week campaign will mirror previous bold and eye-catching This Girl Can campaigns, showing how women, regardless of age, background, fitness or experience, can take up cycling and overcome those barriers in a judgement-free environment.
Les Mills On Demand partners with This Girl Can campaign


Fitness group Les Mills has joined forces with Sport England’s This Girl Can campaign to help break down women’s barriers to fitness.
MORE NEWS
Sky enters the fitness market via deal with Fiit
Digital fitness brand Fiit has secured a groundbreaking deal with satellite TV giant, Sky, to make its virtual workout platform available through the subscription-based Sky Q service.
Flywheel files for bankruptcy
Indoor cycling brand, Flywheel, has filed for Chapter 7 bankruptcy and closed its US studios – just months after settling a legal case with rival Peloton.
Keepme completes first round of investment, secures US$1.7m
Artificial intelligence-based sales and marketing platform Keepme has secured round one funding, totalling US$1.7m.
EuropeActive publishes Horizon 2025 – sectoral manifesto for European fitness
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DIARY

 

01-02 Oct 2020

CCR London

ExCeL London, United Kingdom
01-04 Oct 2020

Cosmobeaute Malaysia

Kuala Lumpur Convention Centre (KLCC), Kuala Lumpur, Malaysia
+ More diary  
 


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©Cybertrek 2020

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