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‘This Girl Can’ tackles inequality as it vows to ‘leave no woman behind’ in new push

By October 25, 2018No Comments

Sport England is bringing back its hugely successful ‘This Girl Can’ campaign with a renewed focus on reaching women that failed to be inspired to take up exercise in the first three years of the campaign.

Research conducted by the government organisation found that despite inspiring almost three million women to take up physical activity since the campaign’s launch in 2015, it hasn’t reached all women “to the same level”. For example, 33.5% of women in lower paid, routine and manual professions are inactive (do less than 30 minutes of exercise a week), twice as many as for women in senior and managerial roles.

The research also found a discrepancy between women and men. While women are still overall more likely to be inactive than men (26.4% versus 23.8%), this gap is much larger for South Asian women (36% versus 27.5% of men).

Speaking to Marketing Week, Sport England’s head of campaign strategy Kate Dale says the aim of this campaign is to tackle that “inequality”.

“Although we’ve really successfully got three million women and girls more active, which is fantastic, [the campaign] hasn’t reached all women to the same level. There are some real inequalities when it comes to activity,” she explains.

“What we wanted to do with the campaign this time, as well as maintaining momentum and still reaching out to all women, we want to be even more inclusive to make sure we really resonate with women from all backgrounds, and where there are more specific or different barriers, tackling those as well.”

Rethinking the role of This Girl Can

Sport England also wanted to rethink the role of This Girl Can in an environment that Dale describes as “very different” to four years ago. She points to movements such as #metoo, as well as the way other brands have become more progressive in the way they portray and advertise to females as reasons why the campaign needed fresh creative.

The new campaign has the strapline ‘Fit Got Real’. Created by agency FCB Inferno, it includes a 30- and 60-second film that shows how real women of different ages, ethnicities and backgrounds fit exercise into their everyday lives. It includes women running round the park pushing a pram, hula-hooping at home, trampolining with friends and teaching themselves how to swim using YouTube.

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