Sport England recently launched their ‘This Girl Can’ campaign, aiming to address the fact that in the UK 2 million more men than women do regular exercise. A gender gap which Sport England is eager to bridge, the film features women of all shapes, life stages and ages celebrating fitness triumphs of all kinds.
Research carried out by Sport England showed that although 75% of women want to exercise more, one of the biggest barriers many of them are facing is the fear of being judged. This upbeat, positive campaign (produced by FCB Inferno & directed by Kim Gehrig of Somesuch) aims to liberate women and girls from this fear and instil an inspiring and aspirational sense of self confidence, designed to make the viewer aware that they are not alone in this feeling and to go out and do it anyway.
The only element of the campaign that jars is the use of the word ‘girls’, which seems to completely undermine the empowering nature of the film. As well as potentially alienating older women, the title, intentionally or not, is in danger of referencing ‘throwing like a girl’, a phrase that commonly acts to exclude women from feeling strong, capable or able.
Overall a great, upbeat and positive campaign, making good use of online and social content and beautifully made. To find out more about the campaign, or how you can get involved, check out the This Girl Can website.
This campaign demonstrates beautifully how effective upbeat positivity and the use of wit can be at engaging with your audience. To find out how video content that harnesses the engagement power of smiling can help you or your business, get in touch! Email us at firstname.lastname@example.org or give us a ring on 0117 972 0081.