This Girl Can
This Girl Can was launched in 2015, funded by the UK National Lottery, with a view to encouraging women to exercise. Sport England had identified a major gender gap when it came to exercise, with more than 2m fewer women exercising regularly than men. It is already iconic, and has helped increase the number of women exercising across the UK.
In 2018, the latest stage of the campaign, Fit Got Real, launched. This aims to go beyond simply encouraging women to participate in conventional forms of exercise, challenging the conventional idea of what exercise looks like. From pushing a child in a pram, to hula hooping in the house, it aims to open peoples’ minds to what constitutes working out. With more than 3m women already exercising more as a result of the campaign, it is shifting focus to be more inclusive to resonate with women from all backgrounds.