This Girl Can

The This Girl Can campaign was developed by Sport England to promote sport amongst women. The first TV ad was aired on 12 January 2015. It was accompanied by cinema, outdoor, and social media advertising, which included a Twitter campaign using the hashtag #thisgirlcan.[1][2] The campaign was created by agency FCB Inferno and the first television adverts were directed by Australian director Kim Gehrig and won multiple awards.[3] The campaign celebrated its fifth birthday with a new campaign in January 2020.It was to help women any shape or size to do sport and feel happy .

Overview

The campaign was created as a response to Sport England's Active People Survey, which reported that in 2014 there were two million fewer women participating in sports than men,[4][5][6] despite over 75% of women aged 14–40 saying that they would like to exercise more.[7][4] Based on the responses to the Active People Survey, women's lower level participation was due to fear of judgement.[4][5][7][8]

A 90-second advertisement was constructed to show everyday women of different ages, body types and ability levels enjoying different sports. Airing on TV and online, the seven women who appeared in the ad were chosen after Sport England toured the UK visiting dance classes, football games and boxing clubs, speaking to as many women as possible to select exercise-related stories.[9] These stories were displayed on the campaign's website[10] in order to generate further conversation about women in recreational sports.

The ad used Missy Eliott's "Get Ur Freak On" as a soundtrack. It was the first time Elliot licensed her music for commercial use.[9]

Reception

The ad has faced some criticism stating that the use of the word "girl" can be demeaning to older women, alongside the issue of objectifying female bodies, with critics noting that "the new sexy" remains based on slenderness, merely adding "sweaty."[11][12] However, the main response to the campaign has been positive.[7][9] In addition to featuring women of different sizes, the advertisements refrained from the use of PhotoShop.[13]

The hashtag #thisgirlcan was trending at number 3 in the UK on the first day of airing,[9] and the YouTube video of the ad has had over 400,000 views since it was aired on 23 January 2015. This evidence supports the theory that in most cases, progressive portrayals of women create higher engagement levels with the brand,[14] generating high levels of success. In addition, there was a high level of engagement offline in the forms of collaborations with sports clubs[15] taking part in charity events[16] and selling active wear.[17][18]

Results

Alongside the high engagement levels, the campaign also had measurable effects on the sport habits of women. It was credited with inspiring 148,700 more women aged 16 and over to take part in sport for at least half an hour each week between April and September 2015.[19]

By the end of 2016, the gender gap between men and women who exercise regularly narrowed from 1.78 million to 1.73 million in the UK,[20] a number which was reported to decrease to 1.3 million by January 2017.[21] All together the campaign is stated to have persuaded 1.6 million women to start exercising, while 2.8 million women said that they have become more active as a result of the campaign.[22][23]

The campaign has been rewarded with numerous awards, including several Cannes Lions.

Awards

  • Women's Sport Trust #BeAGameChanger Awards: 'Inspiring Participation[24]
  • Cannes: The 'Glass Lion: The Lion for Change'[25]
  • Cannes: Gold Lions Health for Best Integrated Campaign[25]
  • Cannes: Gold Lions Health for Best Film[25]
  • Cannes: United Nations Foundation Grand Prix for Good [25]
  • Campaign Big Awards: Silver in Public Service[26]
  • British Arrows: Silver Arrow for Editing[27]
  • British Arrows: Silver for Best Use of Recorded Music[27]
  • The Drum Creative Out of Home Awards: Digital - Use of Mobile[28]

This Girl Can: Phenomenal Woman

This Girl Can: Phenomenal Woman is the second wave of ads created by the Sport England, building on the theme of the previous This Girl Can campaign. The first TV ad was released on 24 February 2017, with out-of-home and digital activity starting earlier, in January 2017.[22][29] The ads are set to a soundtrack blended with the 1978 poem, Phenomenal Woman, by Maya Angelou.[30]

The campaign used everyday women to convey its message; however, the target audience expanded to include women of all ages.[22][30] The campaign also addressed the issue of stopping and then starting exercise, and provided information about circumstances under which exercise might be seen as too difficult, such as during pregnancy.[22] As a response to some of the previous criticism the campaign received regarding the objectification of the female body, the Phenomenal Woman campaign includes a wider display of body "issues" such as cellulite and wrinkles.[22]

References

  1. ^ Menezes, jJack De (January 12, 2015). "Sport England launch 'This Girl Can' campaign to knock down the barriers that is preventing women from participating in regular sport". The Independent. Archived from the original on 2022-05-07. Retrieved 21 June 2017.
  2. ^ BBC Sport (January 12, 2015). "This Girl Can: New campaign urges more women to get active". BBC. Retrieved 21 June 2017.
  3. ^ "Review of the Year 2015: director Kim Gehrig". It's Nice That. 2015-12-14. Retrieved 2019-03-02.
  4. ^ a b c "Active People Survey | Sport England". www.sportengland.org. Retrieved 2017-05-27.
  5. ^ a b "Sport and women | Sport England". www.sportengland.org. Retrieved 2017-05-27.
  6. ^ "Results". activepeople.sportengland.org. Retrieved 2017-05-27.
  7. ^ a b c "This Girl Can advert: Scared of working out? Watch this". The Telegraph. Retrieved 2017-05-27.
  8. ^ "Sport England: Women don't exercise for fear of being judged". The Telegraph. Retrieved 2017-05-27.
  9. ^ a b c d "#ThisGirlCan is sweeping the nation: are you on board yet?". Telegraph.co.uk. Retrieved 2017-05-27.
  10. ^ "This girl can - This Girl Can". This Girl Can. Retrieved 2017-05-27.
  11. ^ Francombe-Webb, Jessica; Fullagar, Simone (2015-01-16). "The This Girl Can campaign is all about sex, not sport". The Guardian. ISSN 0261-3077. Retrieved 2017-05-27.
  12. ^ Slachmuijlder, Lena (2000). "Gender Representations in Advertising: No Time for Change?". Agenda: Empowering Women for Gender Equity (44): 97–101. doi:10.2307/4066440. JSTOR 4066440.
  13. ^ Cohan, John Alan (2001). "Towards a New Paradigm in the Ethics of Women's Advertising". Journal of Business Ethics. 33 (4): 323–337. doi:10.1023/a:1011862332426. JSTOR 25074613.
  14. ^ Whipple, Thomas W.; Courtney, Alice E. (1985). "Female Role Portrayals in Advertising and Communication Effectiveness: A Review". Journal of Advertising. 14 (3): 4–17. doi:10.1080/00913367.1985.10672951. JSTOR 4188572.
  15. ^ "This Girl Can - Active Sussex". Active Sussex. Retrieved 2017-05-27.
  16. ^ "Sport Relief - This Girl Can". This Girl Can. Retrieved 2017-05-27.
  17. ^ "Amazon.co.uk: this girl can". www.amazon.co.uk. Retrieved 2017-05-27.
  18. ^ "Infographic: Offline Conversation Is Still the Best Driver of Brand Awareness". Retrieved 2017-05-27.
  19. ^ "'This Girl Can' campaign inspires almost 150,000 women to take up sport". Telegraph.co.uk. Retrieved 2017-05-27.
  20. ^ "Maya Angelou's Voice Infuses This Colorful, Empowering 'This Girl Can' Sequel to Get Women in Sports". Retrieved 2017-05-27.
  21. ^ "Watch the new This Girl Can advert released by Sport England". The Telegraph. Retrieved 2017-05-27.
  22. ^ a b c d e Roderick, Leonie (2017-01-31). "New 'This Girl Can' campaign to target 'teens, mums and their grandmothers'". Marketing Week. Retrieved 2017-05-27.
  23. ^ "Record number of women get active | Sport England". www.sportengland.org. Retrieved 2017-05-27.
  24. ^ "'This Girl Can' wins award for 'Inspiring Participation'". Empowering Women. Retrieved 2017-05-27.
  25. ^ a b c d UK, Rachel Moss Lifestyle Writer at The Huffington Post (2015-06-24). "#ThisGirlCan Wins A Thoroughly Deserved Award At Cannes". HuffPost UK. Retrieved 2017-05-27.
  26. ^ webvid.co.uk. "Results 2015". Campaign Big Awards. Retrieved 2017-05-27.
  27. ^ a b "BRITISH ARROWS CRAFT 2015 WINNERS | British Arrows". British Arrows. Retrieved 2017-05-27.
  28. ^ carnyx (2015-09-04). "This Girl Can (UGC App with Digital Poster Update)". The Drum Awards. Retrieved 2017-05-27.
  29. ^ "Sport England's 'This Girl Can' Returns for Second Wave | LBBOnline". Retrieved 2017-05-27.
  30. ^ a b "Watch the new This Girl Can advert released by Sport England". The Telegraph. Retrieved 2017-05-27.

Read other articles:

Epidemiologi gizi

Piramida gizi yang juga dikenal dengan piramida makanan. Epidemiologi gizi adalah bidang penelitian medis yang relatif baru dalam mempelajari hubungan antara nutrisi dan kesehatan,[1] yang mengkaji faktor-faktor makanan dan gizi dalam hubungannya dengan peristiwa penyakit pada tingkat populasi.[2] Hal ini merupakan disiplin ilmu yang masih baru dalam bidang epidemiologi yang terus berkembang dalam relevansinya dengan masalah-masalah kesehatan masa kini.[1] Untuk penyak...

 

Hector (awan)

Artikel ini sebatang kara, artinya tidak ada artikel lain yang memiliki pranala balik ke halaman ini.Bantulah menambah pranala ke artikel ini dari artikel yang berhubungan atau coba peralatan pencari pranala.Tag ini diberikan pada Oktober 2022. Hector dilihat dari Stokes Hill Wharf di Darwin menghadap Barat Laut pada jarak sekitar 80 km (foto HDR) Hector dilihat dari Gunn Point, Northern Territory Hector adalah julukan untuk awan petir cumulonimbus yang terbentuk secara teratur hampir se...

 

Putri Anita dari Oranye-Nassau, van Vollenhoven-van Eijk

Putri AnitaPutri Anita dari Oranye-Nassau, van Vollenhoven-van EijkPutri Anita (2013)Kelahiran27 Oktober 1969 (umur 54)Neuchâtel, SwissWangsaWangsa Oranye-NassauAyahLeonardus Antonius van EijkIbuJ.C.M. van Eijk-SteensPasanganPangeran Pieter-ChristiaanAnakEmma van VolenhovenPieter van Vollenhoven Putri Anita Theodora dari Oranye-Nassau, van Vollenhoven-van Eijk (nama lazim Anita Theodora van Vollenhoven-van Eijk, lahir 27 Oktober 1969), adalah istri Pangeran Pieter-Christiaan dari Oranye...

Gereja Katolik Yunani Rumania

Gereja Rumania Bersatu Dengan Roma, Katolik-YunaniBiserica Română Unită cu Roma, Greco-CatolicăKatedral Tritunggal Maha Kudus, BlajLokasiNegaraRumaniaWilayahRumaniaMetropolitBlajStatistikPopulasi- Total150.593 jiwa (menurut hasil sensus 2011) atau 663.807 jiwa (menurut data Annuario Pontificio 2012)InformasiPendirian16981700 diresmikan1948 dilarang14 Maret 1990 diizinkanKepemimpinan kiniPausFransiskusUskupLucian MureșanSitus webbru.ro Gereja Katolik-Yunani Rumania atau Gereja Rumani...

 

Penyaring ultraungu

Filter UV Penyaring ultraungu adalah bahan senyawa individu atau campuran yang berguna untuk mencegah agar cahaya ultraviolet (UV) tidak melaluinya. Filter UV digunakan dalam tabir surya untuk melindungi kulit atau dalam fotografi untuk mengurangi tingkat cahaya ultraviolet yang merekam media perekam. Deskripsi Secara historis, film fotografi kebanyakan sensitif terhadap sinar UV, yang menyebabkan kekaburan atau berkabur, dan dalam film warna rona kebiruan. Oleh karena itu, sebagai standar, f...

 

Oostzaan

Topografi Oostzaan. Oostzaan adalah sebuah gemeente Belanda yang terletak di provinsi Noord Holland. Pada tahun 2006 daerah ini memiliki penduduk sebesar 9.195 jiwa. Lihat pula Daftar Kota Belanda lbsMunisipalitas di provinsi Holland Utara Aalsmeer Alkmaar Amstelveen Amsterdam Bergen Beverwijk Blaricum Bloemendaal Castricum Den Helder Diemen Dijk en Waard Drechterland Edam-Volendam Enkhuizen Gooise Meren Haarlem Haarlemmermeer Heemskerk Heemstede Heiloo Hilversum Hollands Kroon Hoorn Huizen K...

جورجية (اقتصاد)

ملصق دعائي جورجي يعود لمطلع القرن العشرين الجورجية هو مذهب نظري اقتصادي ينسب إلى هنري جورج الذي رأى أن ما ينتجه الفرد من قيمة ملك له وأما القيمة المستمدة من الأرض ومواردها واستغلالها فملك لجميع أفراد المجتمع وهم سواسية فيها.[1] يسعى المذهب الجورجي إلى إيجاد حلول للمشاك�...

 

Monarki Selandia Baru

Raja Selandia BaruKing of New Zealandcode: en is deprecated   (Inggris)Te Kīngi o Aotearoacode: mi is deprecated   (Māori)Sedang berkuasaCharles IIIsejak 9 September 2022 (NZST)[n 1] PerincianPewarisWilliam, Pangeran WalesPenguasa pertamaVictoriaPembentukan6 Februari 1840 Monarki Selandia Baru juga disebut sebagai the Crown in Right of New Zealand atau the King in Right of New Zealand adalah sistem pemerintahan konstitusional dimana penguasa monarki warisan ...

 

Азиатский барсук

Азиатский барсук Научная классификация Домен:ЭукариотыЦарство:ЖивотныеПодцарство:ЭуметазоиБез ранга:Двусторонне-симметричныеБез ранга:ВторичноротыеТип:ХордовыеПодтип:ПозвоночныеИнфратип:ЧелюстноротыеНадкласс:ЧетвероногиеКлада:АмниотыКлада:СинапсидыКласс:Мле�...

أتراك

هذه المقالة عن المجموعة العرقية الأتراك وليس عن من يحملون جنسية الجمهورية التركية أتراكTürkler (بالتركية) التعداد الكليالتعداد 70~83 مليون نسمةمناطق الوجود المميزةالبلد  القائمة ... تركياألمانياسورياالعراقبلغارياالولايات المتحدةفرنساالمملكة المتحدةهولنداالنمساأسترالي�...

 

Battle Girl High School

Japanese mobile game & anime television series This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed.Find sources: Battle Girl High School – news · newspapers · books · scholar · JSTOR (February 2017) (Learn how and when to remove this message) You can help expand this article with text translated from the corresponding art...

 

Grand Prix F1 Hungaria 1996

Grand Prix Hungaria 1996 Lomba ke-12 dari 16 dalam Formula Satu musim 1996 Detail perlombaanTanggal 11 August 1996Nama resmi XII Marlboro Magyar NagydijLokasi Hungaroring, Budapest, HungariaSirkuit Fasilitas balap permanenPanjang sirkuit 3.968 km (2.466 mi)Jarak tempuh 77 putaran, 305.536 km (189.851 mi)Cuaca Sunny with temperatures reaching up to 27 °C (81 °F)[1]Posisi polePembalap Michael Schumacher FerrariWaktu 1:17.129Putaran tercepatPembalap Damon Hill Williams-Renaul...

Bangladeshi nationalism

Ideology of Bangladeshis Not to be confused with Bengali nationalism. This article is part of a series on thePolitics of the People's Republic of Bangladesh Constitution Amendments Law of Bangladesh Bangladesh Code Penal Code Human rights Article 70 Judicial review Government President: Mohammed Shahabuddin Prime Minister: Sheikh Hasina Cabinet: Hasina V Taxation Agencies Civil Service Local governments Parliament Speaker: Shirin Sharmin Chaudhury Leader of the House: Sheikh Hasina Leader of ...

 

إيملين هيوز

إيملين هيوز   معلومات شخصية الميلاد 28 أغسطس 1947(1947-08-28)بارو إنفورنس  الوفاة 9 نوفمبر 2004 (عن عمر ناهز 57 عاماً)شفيلد سبب الوفاة سرطان الدماغ  [لغات أخرى]‏  الطول 1.79 متر  مركز اللعب مُدَافِع  الجنسية المملكة المتحدة  المسيرة الاحترافية1 سنوات فريق م. (هـ.) 1...

 

Colorado Revised Statutes

Legal code of Colorado, United States Colorado Revised Statutes EditorRevisor of Statutes, Colorado Office of Legislative Legal Services; Colorado General Assembly Committee on Legal ServicesPublisherLexisNexisOCLC37599208 The Colorado Revised Statutes (C.R.S.) are a legal code of Colorado, the codified general and permanent statutes of the Colorado General Assembly. Publication The Colorado Revised Statutes are revised and published by the Revisor of Statutes of the Colorado Office of Legis...

Type 63 (carro armato)

Questa voce o sezione sull'argomento veicoli militari non cita le fonti necessarie o quelle presenti sono insufficienti. Puoi migliorare questa voce aggiungendo citazioni da fonti attendibili secondo le linee guida sull'uso delle fonti. Segui i suggerimenti del progetto di riferimento. Tipo 63DescrizioneEquipaggio4 Utilizzatore principale Cina Dimensioni e pesoLunghezza9,6 m Larghezza3,2 m Altezza3 m Peso22 t Propulsione e tecnicaMotoreDiesel Potenza400 hp Trazionecingolata So...

 

Swords, Dublin

County town of Fingal (in the traditional County Dublin), Ireland Suburban town in Eastern and Midland, Leinster, IrelandSwords Irish: Sord / Sord CholmcilleSuburban townClockwise from top: Main Street, Swords; Ward River Valley Park; interior of Swords PavilionsSwordsLocation in Dublin areaShow map of DublinSwordsSwords (Ireland)Show map of IrelandCoordinates: 53°27′35″N 6°13′05″W / 53.4597°N 6.2181°W / 53.4597; -6.2181CountryIrelandProvinceLeinsterRegionE...

 

Crochet hook

This article may require cleanup to meet Wikipedia's quality standards. The specific problem is: The article lacks citations. Please help improve this article if you can. (March 2023) (Learn how and when to remove this message) Implement with a hook at one end, used in crocheting Crochet hooks A crochet hook (or crochet needle) is an implement used to make loops in thread or yarn and to interlock them into crochet stitches. It is a round shaft pointed on one end, with a lateral groove behind ...

Adolfo Suárez

Para otros usos de este término, véase Adolfo Suárez (desambiguación). Adolfo Suárez Adolfo Suárez en 1978Presidente del Gobierno de España 5 de julio de 1976-26 de febrero de 1981Monarca Juan Carlos IGabinete Ver listaSuárez ISuárez IISuárez III Vicepresidente Fernando de Santiago(1976) Manuel Gutiérrez Mellado (1976-1981)Predecesor Carlos Arias Navarro(en funciones, Fernando de Santiago)Sucesor Leopoldo Calvo-Sotelo Ministro-secretario general del Movimiento 12 de diciembre de 1...

 

Kebangkitan Kesultanan Utsmaniyah

Artikel ini tidak memiliki referensi atau sumber tepercaya sehingga isinya tidak bisa dipastikan. Tolong bantu perbaiki artikel ini dengan menambahkan referensi yang layak. Tulisan tanpa sumber dapat dipertanyakan dan dihapus sewaktu-waktu.Cari sumber: Kebangkitan Kesultanan Utsmaniyah – berita · surat kabar · buku · cendekiawan · JSTOR Peta Utsmaniyah pada masa kebangkitan Bagian dari seri mengenai SejarahKesultanan Utsmaniyah Linimasa Kebangkitan Kes...