Sport England has released a bold new campaign, titled This Girl Can, which aims to encourage women of all sizes and fitness levels to enjoy sport... The campaign, which includes a TV spot, below, and posters, is the antithesis of the competitive, glossy ads that we are used to from major sports brands and instead stars ordinary women, who come with body parts that may not be entirely firm and muscle-packed. It was launched in response to research carried out by Sport England which revealed a significant gender gap in exercise levels across the UK – apparently, two million fewer 14-40-year-old women than men play sport regularly, but 75 percent of women say they want to be more active. Research into whats stopping women turning their ambitions into reality found that a fear of judgement – on appearance, ability or how they chose to spend time on themselves – puts women of all ages off exercising, reads a statement on the Sport England website. m.youtube/watch?v=aN7lt0CYwHg
Posted on: Wed, 14 Jan 2015 10:17:32 +0000
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