This Girl Can Campaign Returns And Increases Age Bracket To 60+

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  • Want to get fit but don’t know where to start? Or maybe you just can’t relate to the perfect models and athletes splashed across adverts and in magazines?

    You’re not alone, which is why Sports England’s This Girl Can initiative is striving to change that.

    Their inspiring campaign aims to encourage women to take up a new sport or activity by showing “real women” of all different shapes, ages and sizes getting involved. They want to inspire women by saying: it’s okay to sweat, it’s okay to have wobbly bits and it’s okay to not be brilliant.

    So far This Girl Can has encouraged more than 2.8 million women to get active with The National Lottery funded scheme, but they don’t want to stop there. 

    They have just announced that they are expanding the age bracket of their campaign from 14-40 to 14-60+ with a new advert which shows 15-year-old trampolinest, Cerys McIntosh, keeping fit as well as 69-year-old outdoor swimmer, Sue Bairstow. The inspiring ad is set to the words of iconic poet Maya Angelo’s piece ‘Phenomenal Women’ and is a stark contrast to many adverts in the sports industry.

    Alongside the advert, a number of images have been launched that feature quotes from the real-life women featured in the video. The quotes used include “Unleash Your Inner Beginner” and ‘’Take Me As I Am Or Watch Me As I Go”


    Sport England CEO, Jennie Price, said, “Our research showed the dialogue many of us have in our heads about whether we look OK, whether we are good enough, whether we belong here doesn’t go away – we just learn to manage it. That’s why the reinforcement of seeing women who look like us playing sport and talking honestly about how they feel about it is so powerful.

    “A new message this time is something women don’t usually hear: it’s OK to take a break, to have a week off, to walk not run. No-one is saying this to us.”

    For more information about This Girl Can go to where you can find out about the women in the campaign, get tips on how to get active and join the national debate.

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