#thisgirlcan: a real women campaign that helps get women into sport

When Sport England launched a campaign 'This Girl Can' aimed at women some loved it. Some hated it. But what do comms people think? We asked a volleyballing head of comms.

by Emma Rodgers

A new Sport England campaign called ‘This girl can’ was launched last week. The campaign claims to be the first of its kind to feature all shapes, sizes and sporting abilities that sweat and jiggle as they exercise.

As Sport England sets out “It seeks to tell the real story of women who exercise and play sport by using images that are the complete opposite of the idealised and stylised images of women we are now used to seeing.”

When Dan asked me if I’d write a blog post on it, I was more than happy to. As a woman who has always exercised or played sport, I was keen to really have a think about what it meant to me both as a comms professional and as an individual who is far from the stick thin woman that is often portrayed doing sport in the media. I’d also watched the video, which has had over 6 million views online already, as it had been shared by many of my female friends on social media before I even knew it was part of a specific campaign. If you haven’t seen the advert yet, you can check it out here.

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