After encouraging 2.8 million women to become more active, Sport England’s National Lottery-funded This Girl Can campaign returned to television screens last week, to help bridge the gender gap between women and men not getting more than 30 minutes exercise per week.
With the 2015 launch having taken a campaign and turned it into a 600,000-strong community of supportive, like-minded people, the new phase of This Girl Can had high expectations set for it – and based on the feedback so far, it has not disappointed.
Set to the soundtrack of iconic poet Maya Angelou reading her poem ‘Phenomenal Woman’, the new TV advert features a range of new and returning faces – expanding its featured age range of women from 14 – 60+.
With inspirational women on TV and billboards across the country including 15-year-old trampolinist, Cerys McIntosh, and 69-year-old outdoor swimmer Sue Bairstow, the campaign showcases real women getting active in ways that suit them – to show relatable people that others can feel empowered by and encourage them to try different ways to get active themselves.
With a far-reaching media relations campaign building up to an exclusive event at London’s BAFTA, the campaign trended at #1 in the country during launch day – with the new ad racking up almost 5 million views in its first 24 hours.
Coverage to date includes BBC Radio 4 Women’s Hour and Radio 2’s Simon Mayo – as well as the The Sun, The Guardian, Daily Telegraph and BBC Breakfast – on top of an hour-long special on BBC Radio 5 Live, amongst a whole host of others.
You can see it for yourself below:
In the words of Glamour...:
“Guaranteed to make you laugh, cry with joy and want to throw on some trainers immediately, the campaign is determined to show women that the benefits of exercise are for everyone, no matter what your age, body shape or ability.”
But just as Sport England recognises with This Girl Can – the launch of the campaign is just the beginning, and there’s a lot more to come…