A Primer on “This Girl Can”
In 2015, Sport England launched “This Girl Can,” a groundbreaking campaign funded by the National Lottery. The initiative emerged with a clear mission to encourage women and girls across the UK to embrace physical activity. The campaign removes the polished facade of traditional fitness advertising, celebrating women in their authentic state—sweating and moving with determination. Since 1994, the National Lottery has supported community projects, including this campaign that addresses the gender gap in physical activity participation in England. “This Girl Can” has sparked nationwide discussions about women in sports, challenging deep-rooted stereotypes.
Mission and Objective Goals
We strive to provide outstanding education that equips students with hands-on skills for today’s challenges. Through innovative methods, we aim to cultivate minds that explore, innovate, and tackle complex issues. Moreover, we shape these young women who effectively confront their problems.
Through immersion in diverse cultural experiences, students enhance their analytical capabilities and reasoning powers. Furthermore, we uphold rigorous academic excellence while prioritizing superior instruction.
Additionally, research propels our advancement, generating insights that enhance communities. Our students actively challenge established beliefs and traditional approaches. Consequently, graduates step forward ready to pioneer advancements in their disciplines.
We cultivate a space where varied perspectives flourish, molding responsible global citizens. Above all, we empower students to become catalysts for meaningful transformation.
“This Girl Can” motivates women to pursue fitness activities with confidence, shedding concerns about social judgment and external criticism.
Similar to a beacon in the night, “This Girl Can” illuminates paths for women to pursue fitness their way. Therefore, the initiative dismantles exercise stereotypes, welcoming every woman’s unique journey, from dedicated runners to casual walkers. Indeed, it celebrates movement in all its diverse forms.
The message resonates powerfully across audiences. Specifically, it connects with career women returning to exercise, youth navigating body acceptance, expecting mothers modifying routines, and new parents establishing fresh patterns.
Tasks and Execution
The campaign’s journey unfolds strategically:
- Initial Launch (2015): The campaign launched with impactful TV ads, social media presence, and bold billboards across the UK, establishing an authentic voice in fitness marketing.
- Phenomenal Women (2017): This phase highlighted women’s sporting achievements through powerful imagery that crossed cultural lines.
- Fit Got Real (2018-2019): The campaign explored real women’s fitness experiences, addressing everyday challenges like budget and time constraints.
- Me Again (2020): This phase supported women returning to activity after life changes through authentic photos and stories.
- This Girl Can With You (2023): The latest phase transforms the campaign into a community movement, equipping local champions to spread the message sustainably.
Each phase demonstrates the campaign’s dedication to authenticity, adapting to meet women’s needs with inspiring messages.
The initiative partners with entertainment leaders like Disney to create energetic dance events. Through collaborations with British Cycling, Sure, Strava, and Tesco, the campaign reaches diverse sectors effectively. Programs like Studio You guide schools, while Active Mums Start With You helps mothers return to physical activity. Their outdoor activity initiative shows deep understanding of women’s fitness needs.
Mates and Money
Sport England leads “This Girl Can” with National Lottery Community Fund support. This funding system generates daily resources from nationwide participation. The campaign builds strategic partnerships like chess moves, each serving the mission. Marks & Spencer has transformed sportswear with inclusive collections celebrating diverse body types. Sport Relief integrates the campaign’s message into fundraising, benefiting both causes.
These partnerships and creative initiatives work together precisely, ensuring the message reaches women everywhere, supported by strong financial backing.
Results and Change
“This Girl Can” has grown into a movement inspiring women to make physical activity part of daily life. The campaign’s social media presence has expanded significantly, building an engaged following. Their videos reach millions, sparking digital conversations. A nationwide network of supporting organizations ensures the message spreads to every corner of the country.
Real-world success stories showcase the campaign’s impact. A mother-daughter duo transformed their health through fitness, leading the daughter to become a sports coach. Their story inspires their community. Other stories include a woman returning to swimming after decades and a new mother finding creative ways to stay active.
Here’s a quote from Yvonne, a participant empowered by the National Lottery-funded “This Girl Can” campaign:
“I find I have more fun and stay motivated with Patrice by my side.”
Yvonne, who began exercising to manage menopause symptoms, found motivation and joy through the campaign’s encouragement to get active alongside her daughter, Patrice.
“This Girl Can” takes action through targeted initiatives, addressing teenage sports participation and exercise during menstruation. Their work with policymakers builds foundations for lasting change.
Importance and Heritage
“This Girl Can” has evolved into a social movement transforming women’s relationship with physical activity:
- Building Community: The initiative creates inclusive spaces where women from all backgrounds pursue fitness without judgment. Like a town square, it welcomes everyone.
- Enhancing Health: The campaign sparks a revolution in women’s physical activity, promoting both bodily strength and mental resilience.
- Shaping Policy: Through strategic dialogue with policymakers, the campaign influences national health discussions and policy formation.
- Long-Term Benefits: Today’s sustainable health practices promise future rewards, building a healthier society with reduced healthcare burden.
The campaign stays dynamic through continuous innovation, introducing fresh initiatives for outdoor activities and addressing emerging challenges in women’s fitness.
The Success of This Girl Can
Since 2015, “This Girl Can,” funded by the National Lottery, has revolutionized women’s physical activity across the UK. Through strategic communication and powerful partnerships, the campaign has influenced countless lives, strengthening communities and shaping policies while promoting inclusiveness and body positivity.
The campaign’s success stems from its authentic approach – celebrating progress over perfection. It recognizes each woman’s unique journey, acting more like a supportive friend than a structured program. By combining genuine understanding with practical support, “This Girl Can” has created lasting changes in attitudes and behaviors toward physical activity.
If you would like to find out about more charities funded by lotteries, read my section: Charities and Contributions
