This Girl Can

Background

The "This Girl Can" campaign, launched by Sport England in 2015, aimed to address the gender gap in sports participation. Research showed that women were less likely to engage in physical activities due to fear of judgment about their appearance, abilities, or fitness levels. The campaign sought to empower women to take up physical exercise by challenging societal norms and stereotypes that prevent them from doing so. "This Girl Can" became a landmark effort, celebrated for its realistic portrayal of women in sports. The specific advert, "Sweating Like a Pig, Feeling Like a Fox," is one of the most notable in the campaign due to its provocative tagline and empowering message.

Industry

"This Girl Can" was created by Sport England, a public body under the UK government responsible for encouraging participation in sports. The campaign is part of Sport England's broader strategy to promote inclusivity and equality in physical activities. The campaign was funded by the National Lottery, demonstrating the influence of public funds in driving social change. The advert was broadcast across multiple platforms including TV, social media, and print, illustrating a multi-channel strategy common in large-scale public service campaigns. This ensured that the message reached a broad audience, from those who consume traditional media to younger, digital-native audiences.

Media Language

The advert "Sweating Like a Pig, Feeling Like a Fox" employs various techniques to communicate its message effectively. The tagline itself uses playful, subversive language to challenge conventional ideas about femininity and physical exercise. “Sweating Like a Pig” refers to the often unappealing aspects of exercise, but it juxtaposes this with “Feeling Like a Fox,” which suggests empowerment and confidence. Visually, the advert uses real women of all body types and ethnicities engaged in different physical activities, often shown with sweat, effort, and determination. The use of upbeat, energetic music and bold typography further enhances the campaign’s message of empowerment and self-confidence.

Audience

The primary audience for the "This Girl Can" campaign is women, particularly those between the ages of 14 and 40, who may be reluctant to participate in sports due to societal pressures. The campaign targets a broad demographic of women from different backgrounds, aiming to break down the barriers of race, class, and age in sports participation. Through its inclusive imagery and language, the advert appeals to women who have felt judged or marginalized when it comes to physical fitness, creating a community-oriented feel that encourages solidarity.

Representation

The representation of women in "This Girl Can" defies traditional media portrayals of femininity. Instead of showing idealized, flawless bodies, the advert features diverse women of different shapes, sizes, and ethnicities. This honest representation encourages women to embrace their own bodies and engage in exercise without fear of judgment. The focus is on effort, strength, and personal achievement rather than on appearance or perfection, making it an empowering counter-narrative to the typically narrow representations of women in the media. This approach has been praised for its positive impact on women's self-esteem and for fostering greater inclusivity in sports.

Conclusion

The "This Girl Can" campaign, and the advert "Sweating Like a Pig, Feeling Like a Fox," successfully challenge societal norms around women and sports. By using inclusive representation, empowering media language, and targeting diverse audiences, the campaign promotes self-confidence, breaks stereotypes, and encourages more women to participate in physical activities without fear of judgment.

CHECK YOUR LEARNING

What was the primary goal of Sport England’s "This Girl Can" campaign?
How did societal expectations influence the creation of the "This Girl Can" campaign?
Who funded the "This Girl Can" campaign, and what role did Sport England play in it?
How did the multi-platform strategy help the campaign reach a wide audience?
What is the significance of the tagline "Sweating Like a Pig, Feeling Like a Fox" in the advert?
How do the visual elements (e.g., typography, colors, music) in the advert reinforce its empowering message?
Who is the target audience for the "This Girl Can" campaign, and what barriers did the campaign aim to address?
How does the advert create a sense of inclusivity and appeal to a diverse range of women?
How does the representation of women in the advert differ from typical media portrayals of femininity?
In what ways does the campaign challenge traditional beauty standards associated with women in sports?
Why do you think the campaign has been successful in encouraging women to participate in physical activities?
How does the campaign's message align with broader conversations around gender, body image, and confidence in the media?