This Girl Can campaign starts with nationwide TV debut

Fri 9 Jan 2015

This Girl Can with baseballSoftballUKUpdate - Softball is now a featured sport on the This Girl Can website. Visit the page by clicking here.

Sport England is launching a ground-breaking new campaign called This Girl Can to get women and girls more active in sport, and the kick-off will come with a 30-second TV spot to be aired during the advertising break in ITV's Coronation Street on Monday 12 January. 

Even if you're not usually a Corrie watcher, don't miss it!

The campaign, fully supported by BSUK and organisations up and down the country, is based around this central concept: “Fear of judgement is stopping many of us from taking part in exercise. But as thousands of women up and down the country are proving, it really doesn’t have to.”

This Girl Can is designed to be a celebration of active women across the country, demonstrating that girls and women of any size, ability or experience can make sport an enjoyable part of their lives.

This Girl Can Partner ImageFollowing the opening spot during Coronation Street at around 7.45 pm on 12 January, the campaign will continue for the next six months with more television ads on ITV, Channel 4, Channel 5 and Sky, cinema and video-on-demand ads, YouTube films, outdoor billboards, advertising in coffee shop chains and the London Underground, social media and the This Girl Can website.
 

Research

The campaign comes in the wake of research carried out by Sport England showing that by every measure, fewer women than men play sport regularly in Britain – two million fewer 14-40 year olds in total.  However, 75% of women and girls say they want to be more active, and there are other European countries where this participation disparity doesn’t exist.  So there’s no reason for it to exist here.

Detailed research into what's stopping women turning their sporting ambitions into reality found that a fear of judgement -- on appearance, ability or how they choose to spend time on themselves -- puts women of all ages off sport and exercise.  The aim of This Girl Can is to inspire more women and girls to prove that judgement is a barrier that can be overcome.

You can get a flavour of the campaign by watching some behind-the-scenes videos and by following on Twitter: @thisgirlcan.

This Girl Can partner Image

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