Referring to statistics of Sport England, the 14- to 40-year-old women who participate in sports regularly numbered 2 million fewer than men.  The causes are different: some women feel embarrassed with their body, others consider they’d better do housekeeping, as it’s a “socially normalized women activity”. The “This Girl Can” campaign wants to reassure women to forget the stereotypes and get into sports.

Feelings of community

The fist steps of campaign were made at 2015, when the research on the issue stimulated the discourse in social media. In fact, the gender gap in sports exists, it’s hard to deny; but around 75% of women responded they want to increase the amount of their sports activity. “This Girl Can” ad demonstrates you how women successfully do jogging, fighting, football playing, roller skating, sancing and many more. The creators understood a necessary thing: it’s important to show the diversity of  body constitution and skin color, as those features can become a factor of refusing sports, giving frustrations of that activity. Sports just can be fun and relaxing, if you wish!

Inside The "This Girl Can": Making Women Closer To Sports

Inside The "This Girl Can": Making Women Closer To Sports

It’s remarkable that this one is centered on the importance of community, help and shared accomplishment, while others in comparison are more dedicated to show how hard and ambitious you should be as individual, breaking all the boundaries alone and confronting the rest of the world. Indeed, people don’t like when media press on them and oblige doing things. To my mind, good examples are the best inspiration, the most effective one. “Before we began this campaign, we looked very carefully at what women were saying about why they felt sport and exercise were not for them,” , – explained Sport England CEO J. Price. “Some of the issues, like time and cost, were familiar, but one of the strongest themes was a fear of judgment.”

Inside The "This Girl Can": Making Women Closer To Sports

The video is called “Phenomenal woman” – in tribute to Maya Angelou’s poem – a powerful punch of a famous civil rights activist of  20 century. The power of words raises women above their fears, makes characters stronger:  the personality of Maya Angelou symbolizes the empowerment and liberation, people all over the globe know her impact in activism. FCB Inferno and Somesuch’s Kim Gehrig (the director) took ordinary people for casting, not professional actors, due to demonstrate the dynamism and natural beauty of women.

Inside The "This Girl Can": Making Women Closer To Sports

Inside The "This Girl Can": Making Women Closer To SportsAchieving results

One of the main mechanisms of campaign is outdoor posters installation as well. “We were interested in doing outdoor first to create buzz and a sense of excitement and re-engage the community, so we’ve already set the scene of what’s to come.”, – Lisa O’Keefe, director of insight at Sport England, said about distribution of visual materials.  The campaign decided to expand the range of age to 60 and more: old people tend to be afraid of  social judgement and often feel insecure doing sports. “The original film was focused more on body image. Now we wanted to bring in the whole shared attitude and mental state of mind as well, so that women know they’re not alone in we’re all in this together.”, – adds O’Keefe.

The official website of the campaign welcomes join the sport groups, get aquainted with the team members or just share the story of your life and sport activities. You can also look through detailed notes about physical trainings for teenagers, middle-aged and old women.

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