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This Girl Can Campaign Returns With New TV Advert

The film shows the raw, unfiltered reality of women exercising in whatever way that works for them.

This Girl Can is back with a brand-new TV advert to inspire more women and girls to take part in sport and physical activity.

The advert, which will premiere nationally this Friday, shows the raw unfiltered reality of women exercising in whatever way that works for them.

Lisa O’Keefe, our director of insight, 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,” she 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.”

Launched in 2015, This Girl CanOpen in a new window has been working to address 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.

Since it was launched, the campaign has already inspired more than 3.5 million women to act but there’s still a lot to do, with 40% of women aged 16 and over not active enough to get the full health benefits of sport and physical activity, compared to 35% of men.

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.

Click here for the full press release

 

Channel website: http://www.sportengland.org/

Original article link: https://www.sportengland.org/news-and-features/news/2020/january/14/this-girl-can-returns-with-new-tv-advert/

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