Sport England tackles new barriers in latest 'This girl can' TV ad

The second film instalment of Sport England's "This girl can" campaign broadens its scope to get more women exercising.

The ad created by FCB Inferno appeals to a wider age range of women between 14 and 60, compared with those between 14 and 40 when it debuted two years ago.

There is also a greater variety of women such as a shot of a mother giving birth and another of an exercise class that includes babies.

The ad features more non-traditional sports including weightlifting and roller derby, alongside running and swimming.

Lisa O’Keefe, director of insight at Sport England, said that the work is "tackling new barriers".

She added: "We are trying to encourage people to change their habits and the best time to do that is when something is changing. We wanted to reflect that."

The ad is set to the voice of the late Maya Angelou reciting her 1978 poem Phenomenal Women.

The spot will air on ITV tonight during Coronation Street. It was directed by Kim Gehrig through Somesuch.

Gehrig said: "The subtext of the last film was body image... body image is now implicit and mentioned, but the new film is not as solely about it. It’s about women’s physical and mental strength and trying to galvanize that."

Outdoor and digital executions of the 2017 campaign launched in January.  

Jennie Price, chief executive of Sport England, added that the campaign also aims to let women know that if they take a break from exercising then it’s not a bad thing.

She said: "A new message this time is something women don’t usually hear: it’s OK to take a break, to have a week off, to walk not run. No-one is saying this to us. Few magazines say it; sports brands don’t say it.

"Many of the women we’ve featured talk about stopping, then starting again."

FCB Inferno has also produced 12 content films that give an insight into the different women involved in the ad. For example, one explains how she no longer feels intimidated by the weights area in the gym.

O’Keefe said: "We recognise that some people find it easy and don’t break a sweat but they are the few. For the vast majority of us it’s not like that and our campaign is to tell people that we get it."

She added that Sport England wants to make that easier for people.

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Case study: How 'This girl can' got 1.6 million women exercising
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"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

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