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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.