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.

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
Share

1 Grey London changes name to Valenstein & Fatt to promote diversity and tolerance

Grey London is making a statement against a recent surge in racism and nationalism by changing its name to Valenstein & Fatt, with the surnames of its two Jewish founders appearing above the agency's doors for 100 days.

Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More