WEDNESDAY WELLBEING - Sport England Launches Fitness Campaign to Encourage Women to Take Up Sport and Exercise: This Girl Can campaign aims to dispel belief that exercise is for those already fit, skilled and thin. Sport England has launched a marketing campaign to encourage more women to take up sport and physical exercise, backed by celebrities including Clare Balding, Dame Kelly Holmes and Sally Gunnell. This Girl Can kicks off with a TV ad launching during ITV’s Coronation Street on Monday night featuring women of all shapes, sizes and ages getting stuck into sport and exercise. The 90-second TV campaign, created by ad agency FCB Inferno, features normal women - no models were used - giving it their all, to a sound track of Missy Elliott’s Get Ur Freak On. Posters will run nationwide featuring women from all walks of life with slogans such as: “I jiggle, therefore I am”, “Hot and not bothered” and “Sweating like a pig, feeling like a fox”. “We looked very carefully at what women were saying about why they felt sport and exercise was not for them,” said Jennie Price, chief executive of Sport England. “One of the strongest themes was a fear of judgment. Worries about being judged for for being the wrong size, not fit enough and not skilled enough came up time and time again. We want to address that.” Sport England began work on the campaign after looking at research by universities and sports organisations that found a “significant gender gap” between the participation of men and women in sport and exercise. Two million fewer women are regularly participating in sport or exercise than men, despite 75% of women aged 14 to 40 saying they would like to do more. “The challenge for the campaign was to resonate with women from 14 - 40 and for our content to be endlessly adaptable, for all channels and by multiple partners,” said Sharon Jiggins, managing director at FCB Inferno. “The message is clear: it doesn’t matter how you do it, the brilliant thing is that you are doing it.” #wednesdaywellbeing theguardian/media/2015/jan/12/sport-england-launched-fitness-campaign-to-encourage-women-to-take-up-sport-and-exercise
Posted on: Wed, 14 Jan 2015 07:00:01 +0000
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