This Girl Can campaign 'changing the conversation'
Category: Industry News, Women, campaign, success, encouragement
Chief executive Jennie Price is thrilled Sport England's This Girl Can campaign has proved successful and continues to change how women who play sport are perceived.
The multi-million pound marketing campaign - designed to encourage more women to exercise and take up sport - was launched in a blaze of publicity last January.
Figures released last year estimate two million more men than women play sport regularly and Price is delighted This Girl Can appears to be making strides towards closing the gender gap.
"We have had an incredible amount of engagement. Women and girls have really embraced this campaign," Price told Sky Sports News HQ.
"They've taken their photo in front of the posters and essentially they have told us that they love it. We’ve got thousands of examples on social media where women have seen the campaign and have gone out swimming or have gone out for a run.
"The other thing we set out to do was really change the way people thought about women exercising and playing sport.
"There is now understanding of some of the issues around the fear of judgement that we showcased in the campaign. When I talk to people who run fitness classes and run swimming pools no one says to us 'what do you mean about the gender gap and the fear of judgement', so we are absolutely changing the conversation."
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