A celebration of active women
This Girl Can is a celebration of active women who are doing their thing no matter how well they do it, how they look or even how red their face gets. Funded by The National Lottery and developed by Sport England, we want to help women overcome the fear of judgement that is stopping too many women and girls from joining in.
Sport England research reveals a huge difference in the number of men and women playing sport. And it’s not because females don’t want to get active. Millions of women and girls are afraid to exercise because of fear of judgement.
Check out the insight pack, Go Where Women Are, which includes up-to-date research exploring the relevant motivations, barriers and triggers to getting more women more active.
Sport England responded by creating the groundbreaking This Girl Can campaign. It is the first campaign of its kind to feature women who sweat and jiggle as they exercise. It seeks to tell the real story of women who play sport by using images that are the complete opposite of the idealised and stylised images of women weare now used to seeing.
This campaign has clearly captured a nerve: 13 million people have now viewed the flagship This Girl Can film online.
The campaign doesn’t hold back in trying to encourage women to beat their barriers. “Sweating like a pig, feeling like a fox” and “I kick balls, deal with it” are among the hard-hitting lines used in the campaign to prompt a change in attitudes and help boost women’s confidence.