Ad drive seeks to combat 'fear of judgment' that stops women taking part in sport

Sport England, the body that allocates public funding to sport, is kicking off a campaign to encourage women to get active, featuring a TV ad created by FCB Inferno.

The 90-second "this girl can" TV ad will launch tonight during the Coronation Street ad break at 7.45pm.

The concept came from Sport England research that suggests women are less likely to participate in sport than men, with 2 million fewer women aged 14-40 regularly taking part in sport.

Despite this, 75% of the women in this group said they wanted to be more active. The discrepancy between participation of men and women does not exist in some other European countries.

Jennie Price, the chief executive officer of Sport England, said: "Before we began this campaign, we looked very carefully at what women were saying about why they felt sport and exercise was not for them.

"Some of the issues, like time and cost, were familiar, but one of the strongest themes was a fear of judgment. Worries about being judged for being the wrong size, not fit enough and not skilled enough came up time and again."

Unlike typical fitness ads, the film features women who do not conform to the usual stereotypes. The ad rises in tempo and intensity, with increasingly active and sweaty women getting into their chosen sport.

Al Young is executive creative director, Raymond Chan is art director and Simon Cenamor copywriter. Kim Gehrig directed the ad.

The TV ad forms part of a wider campaign using OOH, cinema, social media and digital screens in shopping centres, with media handled by Carat.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More