Sport England has recently released a campaign called This Girl Can – an edgy campaign to promote exercise and sport to women. It tackles issues of self esteem and fear of women participating in sport and getting sweaty. I love this campaign it makes me want to get outside and just run and give anything a go! We do a lot of work with clients who’s target market is overweight women and a lot of the insights we get back is about women feeling too big and self conscious to exercise. It’s easy to see why, when they are bombarded with images of women with perfect abs in the latest gym fashion barley breaking a sweat.
This Girl Can – an edgy campaign to promote exercise and sport to women.
The campaign was a result of research that uncovered that women are less likely than men to become active because of body image and competency fears. The research found that two million fewer women than men are active, but 75 per cent want to do more. Such a difference between the sexes doesn’t exist in other European countries.
“Before we began this campaign, we looked carefully at what women were saying about why they felt sport and exercise was not for them,” says Jennie Price, Sport England’s CEO. “Some of the issues, like time and cost, were familiar, but one of the strongest themes was a fear of judgement. Worries about being judged for being the wrong size, not fit enough and not skilled enough came up time and again. Every single woman I have talked to about this campaign has identified with this, and it is that fear of not being ‘good enough’ in some way, and the fear that you are the only one who feels like that, that we want to address.”
The reason this is so powerful is that they have sourced people who are genuinely confident while they are exercising no mater their age or body type, they are all empowered, fearless, determined and sweaty!! By letting it all hang out they encourage other women to do the same.
Too many times I’ve heard comments amongst my own friends that they’re not fit enough to go to the gym or feel like they don’t know what they’re doing and don’t want to make a fool of themselves. When I look around at my own gym the number of fit people far outweighs the number of people who are overweight. There is a great gap in the market for gyms to make people of any body shape and ability feel welcome and not intimidated.
Get out their girls and let it all hang out, and while you’re at it leave your Lorna Jane and Lululemon behind!
Director of Brand Projects