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This Girl Can returns with campaign focusing on challenges of the pandemic
POSTED 15 Sep 2020 . BY Tom Walker
The campaign aims to inspire women to get active by using real-life stories of how women have fitted activity into their lives during the pandemic Credit: Sport England
Sport England has launched the latest edition of the popular This Girl Can campaign, celebrating the inventive ways women have been staying active during the pandemic.

The refreshed advertising features women from the original ‘Me Again’ campaign (launched earlier in 2020), showing them fitting activity into their own lives in the changed circumstances forced by COVID-19.

It aims to inspire women to get active by using real-life stories of how, even in the toughest of times, women have still fitted activity into their lives.

The launch follows Sport England research, which shows that women have a "clear appetite" to get active again, with 52 per cent of women saying that, since the outbreak, they've found new ways to exercise.

Encouragingly, women are also placing a great importance on this and are very aware of the important mental health benefits it can bring.

“At the beginning of lockdown there was a sense there was a right way to do it," said Kate Dale, Sport England's campaign lead for This Girl Can, adding: "A feeling like we should all be starting new hobbies and getting very fit.

“But the reality for a lot of women is that we have more demands on our time, and more financial and mental wellbeing challenges.

“We’re back with This Girl Can celebrating the fact that there’s no right way to get active – there never was. Just like there’s no right way to do lockdown.

“We’re celebrating all the women getting active in the ways that work for them, no matter what life throws in their way. Saying it’s OK to do it when you want, how you want.

“The pandemic has given many of us a renewed appreciation for the benefits of mental and physical health, and we hope the film will inspire other women to want to feel that joy of moving, whether they’re jogging with their kids, squeezing in a HIIT (high-intensity interval training) session in between meetings, or trying to walk instead of get the bus to get their steps up.”
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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.
Major national campaign aims to activate people with long-term health conditions


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Jobs   News   Products   Magazine
NEWS
This Girl Can returns with campaign focusing on challenges of the pandemic
POSTED 15 Sep 2020 . BY Tom Walker
The campaign aims to inspire women to get active by using real-life stories of how women have fitted activity into their lives during the pandemic Credit: Sport England
Sport England has launched the latest edition of the popular This Girl Can campaign, celebrating the inventive ways women have been staying active during the pandemic.

The refreshed advertising features women from the original ‘Me Again’ campaign (launched earlier in 2020), showing them fitting activity into their own lives in the changed circumstances forced by COVID-19.

It aims to inspire women to get active by using real-life stories of how, even in the toughest of times, women have still fitted activity into their lives.

The launch follows Sport England research, which shows that women have a "clear appetite" to get active again, with 52 per cent of women saying that, since the outbreak, they've found new ways to exercise.

Encouragingly, women are also placing a great importance on this and are very aware of the important mental health benefits it can bring.

“At the beginning of lockdown there was a sense there was a right way to do it," said Kate Dale, Sport England's campaign lead for This Girl Can, adding: "A feeling like we should all be starting new hobbies and getting very fit.

“But the reality for a lot of women is that we have more demands on our time, and more financial and mental wellbeing challenges.

“We’re back with This Girl Can celebrating the fact that there’s no right way to get active – there never was. Just like there’s no right way to do lockdown.

“We’re celebrating all the women getting active in the ways that work for them, no matter what life throws in their way. Saying it’s OK to do it when you want, how you want.

“The pandemic has given many of us a renewed appreciation for the benefits of mental and physical health, and we hope the film will inspire other women to want to feel that joy of moving, whether they’re jogging with their kids, squeezing in a HIIT (high-intensity interval training) session in between meetings, or trying to walk instead of get the bus to get their steps up.”
RELATED STORIES
Sport England to launch national campaign encouraging people to stay active during lockdown


Sport England will launch a national campaign, encouraging people to stay physically active at their homes during the COVID-19 (Coronavirus) lockdown.
This Girl Can campaign celebrated for featuring 'real' female fitness stories


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.
Major national campaign aims to activate people with long-term health conditions


A major new national campaign is aiming to get people living with long-term health conditions more physically active.
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.
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Rainer Schaller, founder of budget gym megabrand McFIT, says that the global fitness industry will have to prepare for permanent life with COVID-19 – but that the future will also present plenty of opportunities for the sector.
Arena gets US$5.2m seed financing to enter connected strength training market
Fitness startup Arena Innovation has secured US$5.2m worth of seed funding, as it looks to launch its robotically-assisted resistance training product to the market.
EuropeActive to publish new study on COVID-19 cases and health club visits
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During lockdown clients have had more time to self-reflect than ever before. As a result, many are prioritising mental health and incorporating activity into their day to improve overall wellbeing. [more...]
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