This Girl Can

This Girl Can celebrates active women doing their thing no matter how they do it, how they look or even how sweaty they get. Launched by Sport England in 2015, it challenges the reasons why women are less active than men.

1.75 million fewer women were exercising regularly than men in 2014 (Active People, Oct 2013/14)

Objectives

1. Increase the number of girls and women taking part in sport and exercise

2. Change how they feel and think about exercising and playing sport

3. Improve the opportunities available to women to become active

Insight

Sport England knew that women recognised the benefits of exercise, with the 2013/14 Active Lives survey stating 75% saying they wanted to do more, but something was stopping them.

By removing the practical barriers, we found everything else traced back to something truly universal: the fear of judgement.

Women were worried about being judged on their appearance when they exercise; on their ability; or for spending time exercising instead of prioritising their children, family or work.

The Campaign

By celebrating a realistic vision of women and exercise in England, This Girl Can seeks to inspire and support women, and to liberate them from the judgements that hold them back. It tells the real stories of women who get active or play sport in the way that’s right for them using images that show what activity really looks like.

Impact

2.9 million women have been more active as a result of the campaign. Of those 1.5 million have started or restarted exercise after a break (Sport England’s This Girl Can Survey – Kantar Public, November 2017).

Barriers don’t just go away however, and despite the campaign’s successes, we still have a way to go.

This Girl Can

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