Last week, British fitness organization Sport England launched a new campaign called This Girl Can, designed to encourage women to be engaged in more health athletic activities. There's a big difference between #ThisGirlCan and other fitness campaigns you may have seen in the past — Sport England used real women, in all their glory, to encourage women to summon the courage to get active.
Research by Sport England found that 2 million fewer women between the ages of 14 and 40 play sports or exercise than men. The main cause? Further investigation found that "a fear of judgment – on appearance, ability or how they chose to spend time on themselves – puts women of all ages off exercising."
"It is the first of its kind to feature women who sweat and jiggle as they exercise," says Sport England. "It seeks to tell the real story of women who play sport by using images that are the complete opposite of the idealized and stylized images of women we are now used to seeing."
So far, the ad has been viewed 1.6 million times on YouTube, and the response has been utterly positive:
"The campaign is one with a difference," writes the Huffington Post's Poorna Bell. "It could have featured toned, beautiful glamazons — the kind we obsess over while scrolling Instagram — but instead chose to 'create a different lexicon to talk about women's bodies.'"
h/t Huffington Post