“I jiggle, therefore I am” -THIS GIRL CAN

The "This Girl Can" campaign, was designed to appeal to women of "all shapes and sizes" by using taglines such as "I jiggle, therefore I am" and "Sweating like a pig, feeling like a fox". It was created by FCB Inferno for Sport England, and launched in January 2015. It was built on research that suggested women were less likely than men to take up sport. This was a brilliant initiative designed to encourage and empower women to participate in sports and physical activities without fear of judgment. Recognising the diversity of women and their varied shapes, sizes, and abilities, the campaign featured real women engaging in a wide range of sports.

"This Girl Can" celebrated the authenticity of women in sports, rejecting unrealistic ideals and promoting a positive body image. The campaign used engaging and relatable visuals, inspiring slogans, and relatable narratives to convey the message that every woman has the right to enjoy sports and physical activity on her terms.

Sport England's campaign was created to break down barriers, challenge stereotypes, and build a supportive community where women feel confident, capable, and motivated to embrace an active lifestyle. By creating a sense of inclusivity and promoting the joy of movement, "This Girl Can" had become a driving force in encouraging women of all ages and backgrounds to participate in sports and reap the numerous physical and mental health benefits that come with an active lifestyle.

Sport England's "This Girl Can" campaign holds paramount importance because it addresses several critical issues surrounding women's participation in sports. By showcasing real women engaging in various physical activities, the campaign actively challenges societal norms and stereotypes about women's bodies and abilities. This inclusive approach sends a powerful message that sports are for everyone, regardless of body shape, size, or fitness level.

The campaign plays a vital role in promoting a positive body image among women, building a sense of confidence and self-acceptance. As women see relatable figures confidently participating in sports, it inspires a shift in perception and cultivates the belief that they, too, can engage in physical activities without fear of judgment or scrutiny.

The link between the "This Girl Can" campaign and confidence in women is evident in its emphasis on celebrating authenticity. By portraying diverse representations of women in sports, the campaign contributes to breaking down societal pressures and expectations. As women find empowerment through sports, they not only enhance their physical well-being but also build confidence, resilience, and a strong sense of self.

The campaign's promotion of women's participation in sports is a holistic approach that goes beyond the physical benefits. It seeks to create a culture where women feel confident, comfortable, and proud of their bodies, and in effect creating a positive relationship with physical activity that extends far beyond the playing field.

Sport England's "This Girl Can" campaign yielded a remarkable outcome, spurring 2.8 million women to engage in more exercise. This significant impact underscores the campaign's success in breaking down barriers and inspiring women to overcome inhibitions about participating in sports and physical activities. The positive shift in attitudes towards exercise not only contributes to improved physical health but also reflects the campaign's broader mission of boosting confidence and empowering women of all backgrounds.

The impressive number of women embracing a more active lifestyle stands as a testament to the campaign's effectiveness in creating a culture where women feel encouraged, supported, and confident in their journey towards a healthier and more fulfilling life.