Sport England has just launched an updated ‘This Girl Can’ campaign to inspire women to be more active. The new advert aims to convince women they don’t need to be in shape or super confident in their bodies to take part – and we love how realistic and diverse it is!

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According to research undertaken by Sport England women are not as active as men and women feel that they are not being represented realistically or in a diverse way in media.

Following on from the ‘This Girl Can – Me Again’ campaign earlier this year, this new updated campaign called ‘Me Again, Again’ brings more real stories of real women exercising to us.

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‘This Girl Can’ Inspires Women to be More Active

Women’s Attitudes to Sport and Exercise

Sport England’s research showed:

• 40% of women aged 16 and over are not active enough to get the full health benefits of sport and physical activity (compared to 35% of men)
• 75% of women say they want to do more sporting activities or exercise, but fear of judgement holds them back
• 63% of women who see slim, toned bodies on social media sites say this has a negative impact on them.
• Nearly a quarter (24%) who follow fitness influencers, say they make them feel bad about themselves, while less than a fifth (18%) of these women find fitness influencers relatable.

The good news is that women have a clear appetite to get active again, with 52% of women saying that, since the outbreak, they’ve found new ways to be active.

They’re also placing a great importance on being active and are very aware of the important mental health benefits it can bring.

About This Girl Can

Launched in 2015, ‘This Girl Can‘ has been working to address the significant gender gap found in sports and exercise and to help build women’s confidence around being active.

The new ‘This Girl Can’ film celebrates the various inventive ways that women have managed to remain fit and active during pandemic restrictions features both new faces and some women from the original campaign.

For example, 43-year-old Katy who founded ‘Blaze Trails’, a community of walking parents and children during lockdown and Aneesa, also 43 and mother of two, who started attending HIIT and dance sessions over Zoom.

‘This Girl Can’ wants to celebrate the fact that there’s no right way to get active, and to encourage women to get active in ways that work for them – no matter what life throws in their way.

It’s okay to do what you want, when you want.

Can We Please Have a More Realistic and Diverse Portrayal of Women?

The campaign is calling for influencers, media and brands to feature more realistic and diverse imagery of women to promote sport and physical activity.

‘This Girl Can’ is all about helping women feel confident, to overcome those fears and get going.

We love the fact that the new ads have been created to show women’s lives more realistically. For example, using exercise to manage period symptoms or juggling motherhood.

And the fact that the new campaign celebrates women of all shapes, sizes, abilities and backgrounds.

Looking to get started, why not try our Mykidstime 21 Day Health and Fitness Challenge?

Have your say! What do you think of the ‘This Girl Can’ campaign? Leave a comment below and let us know – we’d love to hear from you!