This Girl Can - Deep Dive
- Mastering Media
- May 5
- 5 min read
Point The This Girl Can campaign was developed as a non-commercial national initiative by Sport England to dismantle the primary psychological barriers preventing women from participating in physical activity. Evidence Funded by the National Lottery, the campaign targets the "fear of judgement" that research identified as the number one reason why 13 million women wanted to exercise more but felt unable to do so. Theory This reflects a move away from the "logic of profit and power" typically associated with media conglomerates, as the campaign prioritizes a Public Service remit to improve national health and social diverse representation. Analysis By focusing on "active women doing their thing" regardless of their appearance or ability, the producers seek to foster social cohesion and validate the experiences of the six million women who were previously inactive. Context The campaign addresses a significant gender gap, where two million fewer women than men aged 14–40 were found to be partaking in regular sport.
Point The campaign utilizes specific media language to reject the "athletic goddess" stereotype often found in commercial sporting advertisements. Evidence The central image features a mid-shot of an ordinary woman in her thirties with her hair in a ponytail, visibly sweating, and wearing unfashionable clothing. Theory This creates a sense of authenticity and "rawness" that avoids the glossy, celebrity-led finish of high-end brands like Nike. Analysis The lack of a celebrity presence makes the woman feel familiar to the audience, encouraging readers to see themselves in her and realize they can achieve similar goals. Context This design choice directly challenges the dominant ideology that women must remain "attractive" and avoid becoming red-faced or "ruining their make-up" while exercising.
Point The campaign's primary slogan uses subversive verbal codes to reframe the biological realities of exercise as a positive transformation. Evidence The mantra "Sweating like a pig, feeling like a fox" is prominently displayed in a central, bold typeface. Theory According to Roland Barthes, the limited text and unusual imagery act as an enigma code, intriguing the audience to find out the meaning behind the "This Girl Can" brand. Analysis By juxtaposing the derogatory "pig" with the "fox" (connoting a beautiful lady), the advert suggests that perspiration is a sign of health and success rather than something to be ashamed of. Context Historically, many women have felt that breaking into a sweat was unattractive, but this campaign turns that social norm on its head.
Point This Girl Can challenges traditional patriarchal representations of femininity that often depict women as the "weaker sex". Evidence The female in the image is portrayed as independent, confident, and happy, with a clear focus on her expression of "enjoyment and fun". Theory This aligns with Stuart Hall’s representation theory, where the producers encode a preferred meaning that portrays women as a "force to be reckoned with" and a "united front". Analysis By representing these women as heroic role models, the campaign encourages the audience to question whether their "fear of judgement" is an appropriate response when exercise can be so joyful. Context This representation seeks to directly combat sexism and male dominance in the sporting world by proving women's potential.
Point The use of technological convergence allows the campaign to build an active, participatory community beyond the initial print advert. Evidence The hashtag "#thisgirlcan" is placed in the top-left corner, connecting readers to social media pages and a complete YouTube advert. Theory This facilitates social cohesion, allowing women to connect with like-minded others and move from passive consumers to an active "prosumer" community. Analysis Linking the print campaign to digital platforms ensures that the positive representations of women in sport reach a global, multi-platform audience. Context The effectiveness of this cross-platform strategy is evidenced by the 1.6 million women who reportedly started exercising as a direct result of the campaign.
Point The brand name utilizes the noun "girl" as a deliberate linguistic choice to reclaim a term that often carries negative connotations in sport. Evidence The brand logo "This Girl Can" is positioned centrally at the bottom of the advert as a positive statement of determination. Theory In semiotic terms, the campaign is responding to the derogatory simile "throw like a girl," which is commonly used to mock female athletic ability. Analysis By asserting that "This Girl Can," the lexis becomes all-encompassing, making the target audience feel like they are part of a powerful team. Context While some argue that women over a certain age may feel disconnected from the term "girl," the campaign uses it to target the whole female population and challenge the stereotype that girls cannot do sport
Campaign Purpose: What was the primary "barrier" identified by Sport England that prevents women from participating in sport, and who is the specific target audience for this campaign?,
Funding and Industry: How is the campaign funded, and what distinguishes it from typical "commercial" sporting advertisements?
Visual Language: Why did the producers purposefully choose a woman in her thirties who is not a celebrity, and how does her appearance (e.g., hair and clothing) contribute to the advert's meaning?
Character Theory: Applying Vladimir Propp’s theory, how is the woman in the image categorized, and what specific actions make her "heroic"?
Mantra Analysis: Explain the intended effect of the phrase "Sweating like a pig, feeling like a fox"—specifically, how does it reclaim a derogatory comment?,
Narrative Codes: According to Roland Barthes, how do the "unusual image" and "limited text" function as an enigma code for the audience?
Linguistic Choices: How does the brand name "This Girl Can" respond to common negative sporting similes, and what is the potential downside of using the word "girl" for older demographics?
Digital Strategy and Impact: What is the purpose of the hashtag #thisgirlcan in terms of "social cohesion," and what was the measurable result of the campaign on female exercise rates?
Aspirational Role Model: A character in an advert that the audience is meant to admire and see themselves in, such as the "heroic" women in this campaign.
Brand Logo: A visual symbol, such as the centrally placed "This Girl Can" name, used to identify a specific product or initiative.
Brand Name: The specific title given to an initiative, such as the noun-based "This Girl Can," used to target and include a specific population.
Campaign: A coordinated series of advertisements, such as this national initiative by Sport England, intended to achieve a social or commercial goal.
Commercial Brand: A for-profit company, like Nike, that produces advertisements for financial gain rather than public service.
Connotation: The implied or suggested meaning of a word or image, such as "fox" connoting a beautiful lady or "girl" carrying negative associations in sport.
Dominant Ideology: The prevailing belief system in society that an advert may either reinforce or challenge, such as male dominance in the sporting world.
Enigma Code: A narrative device where limited text and unusual images are used to intrigue the audience into wanting to discover more.
Hashtag: A social media tag (e.g., #thisgirlcan) used to link a print campaign to digital platforms and foster a sense of social cohesion.
Mantra: A slogan or repeated statement, such as "Sweating like a pig, feeling like a fox," that communicates a core campaign message.
Media Language: The specific codes and conventions (visual, verbal, and technical) used by producers to influence the meaning of an advertisement.
Mid-shot: A camera angle that frames the subject from the waist up to capture both their physical action and facial expression.
Non-commercial Campaign: An initiative funded by public bodies, such as the National Lottery, that prioritizes social improvement over financial profit.
Representation: The way in which media producers "construct" specific groups, such as the positive portrayal of ordinary women as independent and confident.
Stereotype: A simplified and widely held image of a group, which this campaign aims to challenge by focusing on "real" women rather than "athletic goddesses"
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