The ‘This Girl Can’ campaign has returned to get women and girls moving, regardless of shape, size and ability.
The new advert, released by Sport England, stays true to its original formula of showing real women and girls playing sport and getting active.
The advert is set to a new soundtrack by Beth Ditto blended with a narrative by the iconic poet, Maya Angelou. The advert features both old faces from the previous campaign and new ones, such as new mum Stephanie Outlaw, 69-year-old outdoor swimmer Sue Bairstow and student kickboxer Fakhira Mohamad Hassan Mukhtar, who all show the ways they overcame the worries that can hold women back.
The campaign’s message is that it’s OK to sweat, it’s OK to jiggle, it’s OK to not be brilliant (or to be brilliant) and it’s normal for life to get in the way sometimes.
Sport England’s ambition is to empower women and break down barriers that are stopping women and girls getting active. They are now widening their scope to target women aged 14 up to 60 and beyond.
This Girl Can was the first campaign of its kind to celebrate women of all shapes, sizes and levels of ability getting active.
The first campaign, released in 2015, was watched over 95 million times, has won over 50 awards and helped to encourage 2.8 million British women to take up sport or exercise.
Speaking about the new campaign, Jenny Price, Sport England chief executive said, “This Girl Can has made a real difference since it launched, with the number of women doing regular physical activity and sport now at an all-time high.”
“But there’s a lot more to do.”
“Our research showed the dialogue many of us have in our heads about whether we look OK, whether we are good enough, whether we belong here doesn’t go away – we just learn to manage it.”
“A new message this time is something women don’t usually hear: it’s OK to take a break, to have a week off, to walk not run.”
“Nobody is saying this to us.”
“Many of the women we’ve featured talk about stopping, then starting again.”
“It can feel like the hardest thing in the world to return after a few weeks off, when you fear you’ve lost ground or fitness, but we want to surface this as a good discussion point, to say it’s normal to take a break, but that needn’t stop you for good.”
Watch the new This Girl Can campaign below: