This Girl Can
Country
United Kingdom
2015-Ongoing
Aimed for
(13-18) Adolescents, (19-25) Young Adults, (65+) Elderly
Type of partnership
Public
Sectors
Community, Physical Activity & Sports
Innovation
Social
Aim
Promote a realistic vision of women and exercise in England, addressing the gender gap in physical activity. It seeks to reshape women’s perspectives on exercise, encouraging them to engage in physical activity in ways that are meaningful and accessible to them, regardless of age, background, or ability.
Outcome
Outcome
Increased Participation: The campaign has encouraged an estimated 2.8 million women in the UK to engage in physical activity.
Shift in Attitudes: It has helped reduce the fear of judgment around women participating in sports, particularly targeting barriers like body image concerns and guilt over time spent on physical activities.
Impact on Gender Gap: The campaign specifically targets closing the gender gap in sports participation. Research found that 75% of women expressed a desire to be more active, but faced challenges like feeling judged, and the campaign addressed these concerns.
Awareness: The campaign has raised awareness about the challenges women face in getting active, particularly around issues like societal expectations and limited "me-time" for physical activities.