For This Girl Can’s fifth birthday, Sport England has moved beyond the emotional and practical barriers to confront the societal issues that put women off being active.
While Sport England has encouraged 4 million women to get active since launching This Girl Can, two-fifths of women still aren’t active. To tackle this issue, the sports body stuck to its tried and tested formula to show the raw and unfiltered reality that exercise is not an exclusive space for athletic buffs who never sweat.
Created by long term agency partner FCB Inferno, the spot presents a host of societal barriers that can prevent women from throwing on her sports gear. Breastfeeding children and menstrual cramps feature, empowering women who push through their particular challenges.
One women is seen doing yoga to ease heavy menstrual cramps, while a mum-of-three is shown breastfeeding before handing her baby over to her partner to play netball. Alongside this, a gym-going mother and daughter are seen using exercise to combat their symptoms of menopause and Polycystic Ovary Syndrome.
Part of the defining feature of the first campaign was Missy Elliott’s ‘Get Ur Freak On,’ and this edition is no different. Toy Boy star and rapper Little Simz provides the track 'Offence' and the lyrics reinforce that it is time women feel less judged and defined by society.
Sport England has updated its website, which features an improved activity finder, where women can find accessible ways of getting active in areas close to them.
Alongside this, Sport England has teamed up with Sure to open a new fund which will help local communities to fund projects that encourage girls to get active. The fund is backed by money from the National Lottery. Local organisations and community centres can bid for grants from between £300 to up to £10,000.
As part of the partnership with Sure, a limited-edition deodorant will be on sale - designed by the This Girl Can team, to inspire even more women to become active.
The TVC was directed by Ali Kurr and launches on 17 January. It is supported by out-of-home with a big social push, where a series of content films around the women featured in the ad.
Discussing the launch of its fifth edition of ‘This Girl Can,’ Lisa O’Keefe, director of insight at Sport England, said: "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. 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."