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This Girl Can campaign celebrated for featuring 'real' female fitness stories
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'
Photo: 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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Jobs   News   Products   Magazine
PRODUCT NEWS
This Girl Can campaign celebrated for featuring 'real' female fitness stories
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'
Photo: 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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Frontline work has never been more important and frontline workers are the largest class of workers on the planet, as well as the most impactful group on the experience customers get.
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Matrix Fitness, the commercial brand of Johnson Health Tech, has announced the renewal of its long term partnership with the Renault F1 Team.
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Premier Software Solutions' flagship business management system, Core by Premier Software, is the leading single and multi-site solution designed specifically for the spa, wellness and leisure industries.
Power Plate kicks off campaign to support fitness industry deliver health and wellness in one solution
Power Plate, the global leader in whole-body vibration training equipment, is encouraging its community to stay fighting fit this winter with a campaign intended to encourage comfort and confidence, as well as boosting health and wellness.
Gympass sees success after pivoting to digital
As the COVID-19 lockdown forced the temporary closure of businesses across the country, the outlook for companies supplying services to corporate partners looked precarious.
Annual Fitness & Active Brands Summit offering invaluable insight from over 40 leading industry speakers
Join the second Annual Fitness & Active Brands Summit and walk away with the expertise you need to transform your business model and maximise the US$59.23bn virtual fitness market opportunity.
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Hutchison Technologies virtual solutions are helping operators expand their virtual offering and get motivated members back into the club.
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In April 2020, two-thirds of the world’s gyms went into temporary closure due to COVID-19.
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Pinggu, Beijing, China
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ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2020

ABOUT LEISURE MEDIA
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