This Girl Can campaign celebrated for featuring 'real' female fitness stories
Leisure Opportunities
Job search
Job Search
see all jobs
Latest job opportunities
truGym
Competitive
Nationwide, United Kingdom
star job
Colchester Borough Council
£23,874 to £30,459
Colchester Northern Gateway Sports Park
Everyone Active
Competitive
Wellington, Somerset
Coach Gyms
£20K Basic circa
Leeds, UK
énergie group
Competitive
Dundee, UK

This Girl Can campaign celebrated for featuring 'real' female fitness stories

Job opportunities
training opportunity
Les Mills
location: Nationwide, United Kingdom
more jobs
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:

Sign up for FREE ezines & magazines
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.
SAR,HAF,FIT,IND,PTS,SAM,RES,PUB
imagesX/THUMB344285_775799_335727.jpg

More News

1 - 15 of 42,919
18 Sep 2020
Hundreds of thousands of small companies in the UK – including those operating in fitness and leisure – are set to receive payouts on interruption ... More
18 Sep 2020
Boutique gym attendance and class bookings in some world regions have bounced back to around 91 per cent of pre-COVID levels. The figure comes from ... More
18 Sep 2020
The government has further extended protection from rent enforcement activity until the end of the year. The measure, in force for England and Wales, provides ... More
17 Sep 2020
Town Sports International – which operates a raft of brands, including the New York Sports Club and Boston Sports Club – is looking to secure ... More
15 Sep 2020
Wearable tech firm Formsense has secured a technology partnership with an inter-interdisciplinary team of researchers looking to help stroke survivors be more physically active. The ... More
15 Sep 2020
Les Mills has launched a trio of digital solutions to help fitness operators shift towards a hybrid model. Designed to future-proof studios and clubs, the ... More
Hutchison Technologies
Hutchison Technologies
15 Sep 2020
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 ... More
12 Sep 2020
COVID-19 has changed the world as we know it – and the fitness industry with it. As a result, operators have had to change their ... More
11 Sep 2020
PureGym has secured a £100m cash injection from shareholders to help deal with both the opportunities and threats posed by COVID-19. The move takes its ... More
10 Sep 2020
Organised fitness, sports and other leisure activities (including swimming) can continue despite the introduction of the new "Rule of Six" on 14 September – providing ... More
10 Sep 2020
A study by researchers at Emory University in the US has shown how exercise can strengthen the brain's resilience to stress through a protein called ... More
10 Sep 2020
A brand new luxury resort and spa has recently opened on the Croatian island of Hvar, inspired by local healing traditions and nature. Located near ... More
VAC (National Conf of Visitor Attractions)
VAC (National Conf of Visitor Attractions)
09 Sep 2020
A new training initiative is aiming to 'retool the physical activity workforce' to help businesses recover after lockdown. Funded by Sport England, the £1.5m ReTrain ... More
09 Sep 2020
Althought local lockdowns are impacting gyms in Melbourne and also the state of Victoria, most gyms across Australia and New Zealand began reopening in mid-May. ... More
09 Sep 2020
The Global Wellness Summit (GWS), has announced that a “Call for Wellness Innovations” contest, as well as a dedicated Tech Innovation Pavilion, will be unveiled ... More
STA
STA
1 - 15 of 42,919
Core Health & Fitness
Core Health & Fitness