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This Girl Can has launched an updated campaign celebrating the inventive ways women have stayed active during the pandemic. Not everyone has felt able to do so since the coronavirus crisis hit though, with the pandemic creating further physical, financial and time barriers to getting active, leading to increased anxieties in some. This Girl Can is aiming to inspire other women to get active by using real-life stories of how, even in the toughest of times, women have still fitted activity into their lives.
The refreshed advertising features women from the original ‘Me Again’ campaign, as well as some new faces, and shows them fitting activity into their own lives, in their own way, in their own time.
Launched in 2015, This Girl Can aims to close the gender gap around activity levels between men and women and is built around the insight that a fear of judgement – of not being good enough, of not looking the part, or of prioritising the wrong thing – is the unifying barrier preventing women from being as active as men.
Studio You is a video platform funded by Sport England and powered by This Girl Can, designed to engage less active teenage girls. Developed using insight from both PE teachers and girls within KS3 and KS4, its ambition is to reconnect young people with physical education, improve their confidence and make being active fun.
Children and young people aged 5-18 should engage in 60 minutes of moderate-to-vigorous intensity physical activity a day, yet only 10% of girls aged 13-16 achieve this. School PE lessons play a vital role in helping teenagers reach their recommended amount of exercise and building a healthy long-term relationship with physical activity and these videos provide teachers with a different style of resource to support the delivery of PE lessons to this audience.