Sports England recently broadcasted their “This girl can” advert in the spirit to inspire women to confront their ideals of femininity that would prevent them from partaking in a wide variety of different sports. The advert plays such an important role in encouraging women to overcome such stereotypes that have been created in today’s society. Women are constantly fed messages by the media suggesting that being slim is the key to beauty and success. We talk about the unrealistic expectations placed on women, we talk about skinny shaming and fat shaming. This campaign shows woman in a whole new light, it shows strong, independent woman who are happy with who they are and partaking in different sports because they enjoy it. Sports England have shown women who do not have tiny waists, perfect skin or toned bodies. This is something that many woman can relate to, as this advert does not pressure us to feel like we should exercise because we are overweight, instead it shows that no matter what your size, age or disability you can still play any sports and most importantly have fun and not be aware of what others may say.
The advert was created following the results of research showing that there was a vast gender gap in exercise levels. Across the UK 2 million fewer women exercised regularly than men. Women said they were put off of the idea of exercise because they felt they’d be judged. This research has shown that there is a huge issue with body confidence amongst women. So many adverts include women who have beach bodies and this impacts the confidence of women worldwide. I feel that sports England have contradicted the usual and really spurred woman onto feeling confident in their own skin. A large majority of comments on the YouTube video where positive, one woman said: “most inspiring and fun video ever”. It’s really pinpointed the issue and shown woman that they can have fun doing sports no matter what, that it doesn’t matter if they are sweating, red in the face, exhausted but as long as they are enjoying themselves they can do it.