What's Happening?
Sport England has unveiled the latest iteration of its 'This Girl Can' campaign, titled 'We Like the Way You Move.' This marks the first television advertisement for the initiative in five years, aiming to reach women from underrepresented groups who are less likely to be active. The campaign features 13 street-cast women from across England and celebrates everyday movement, including activities like family bike rides, dancing, pregnancy yoga, wheelchair rugby, boxing, and walking football. The initiative seeks to address the gender gap in physical activity by encouraging women to exercise more, tackling barriers such as lack of confidence. The campaign's evolution reflects broader social changes, shifting from a focus on female empowerment to celebrating female participation in sports and physical activities.
Why It's Important?
The 'This Girl Can' campaign is significant as it addresses the persistent issue of underrepresentation in physical activity among women, particularly those from minority and marginalized communities. By highlighting diverse women in its advertisements, Sport England aims to inspire more women to engage in physical activities, thereby improving public health and promoting inclusivity. The campaign's focus on reaching 'harder to reach' audiences is crucial in ensuring that all women feel represented and encouraged to participate in sports. This initiative not only aims to change behavior but also seeks to shift cultural perceptions about who can be active, potentially leading to long-term societal benefits.
What's Next?
Sport England plans to continue its efforts to increase representation and inclusivity in physical activity through ongoing campaigns and initiatives. The organization will likely focus on further understanding the needs of underrepresented women and adapting its strategies to better reach these audiences. Future campaigns may involve more diverse casting and collaboration with community groups to ensure cultural appropriateness and effectiveness. Sport England's ultimate goal is to create a world where women from all backgrounds feel they belong in physical activity, potentially leading to the campaign's eventual obsolescence as societal norms shift.
Beyond the Headlines
The campaign highlights deeper issues of representation in media and advertising, where women, particularly those with disabilities or from minority groups, are often underrepresented. This lack of visibility can contribute to feelings of exclusion and discourage participation in physical activities. By addressing these gaps, Sport England is not only promoting physical health but also advocating for broader cultural change in how women are portrayed in media. The initiative underscores the importance of diversity behind the camera, ensuring that those creating the campaigns are as diverse as the audiences they aim to reach.
