Sport England has launched a new This Girl Can campaign, marking five years since it's original launch.
Entitled ‘Me Again’, the spot launches on the back of new research undertaken by the public body that reveals 63% of women who see slim, toned bodies on social media sites say this has a negative impact on them.
Since its launch in 2015, the campaign has already inspired more than 3.5 million women to get active. Sport England, however, says 40% of women aged 16 and over are not active enough to get the full health benefits of sport and physical activity, compared to 35% of men. Even after five years of the campaign, Sport England says women are still afraid of being judged when undertaking physical exercise.
Lisa O’Keefe, Director of Insight, Sport England, said: “This Girl Can is about helping women feel confident, so they can overcome the fears about being judged that our research showed was stopping many from getting active.
“Since we launched five years ago, we're seeing more relatable images in advertising and social media, but there's a long way to go until women's lives are being shown in a realistic way.
“We've designed the new adverts to show things we're still not seeing - women using exercise to manage period symptoms or juggling motherhood - all while celebrating women of all shapes, sizes, abilities and backgrounds.”
This Girl Can has also announced a new partnership with Sure to produce a limited edition ‘This Girl Can’ anti-perspirant. As part of the agreement, Sure has also supported a new activity finder for the This Girl Can website to help women find accessible ways of getting active in their area to them.
The campaign is also launching a new This Girl Can fund - supported by Sure - to help local communities to fund projects that encourage women to get active. Backed by funding from the National Lottery, local organisations and community groups can bid for grants from between £300 to up to £10,000.