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15 Sep 2020

This Girl Can returns with campaign focusing on challenges of the pandemic
BY Tom Walker

The campaign aims to inspire women to get active by using real-life stories of how women have fitted activity into their lives during the pandemic

The campaign aims to inspire women to get active by using real-life stories of how women have fitted activity into their lives during the pandemic
photo: Sport England

Sport England has launched the latest edition of the popular This Girl Can campaign, celebrating the inventive ways women have been staying active during the pandemic.

The refreshed advertising features women from the original ‘Me Again’ campaign (launched earlier in 2020), showing them fitting activity into their own lives in the changed circumstances forced by COVID-19.

It aims to inspire women to get active by using real-life stories of how, even in the toughest of times, women have still fitted activity into their lives.

The launch follows Sport England research, which shows that women have a "clear appetite" to get active again, with 52 per cent of women saying that, since the outbreak, they've found new ways to exercise.

Encouragingly, women are also placing a great importance on this and are very aware of the important mental health benefits it can bring.

“At the beginning of lockdown there was a sense there was a right way to do it," said Kate Dale, Sport England's campaign lead for This Girl Can, adding: "A feeling like we should all be starting new hobbies and getting very fit.

“But the reality for a lot of women is that we have more demands on our time, and more financial and mental wellbeing challenges.

“We’re back with This Girl Can celebrating the fact that there’s no right way to get active – there never was. Just like there’s no right way to do lockdown.

“We’re celebrating all the women getting active in the ways that work for them, no matter what life throws in their way. Saying it’s OK to do it when you want, how you want.

“The pandemic has given many of us a renewed appreciation for the benefits of mental and physical health, and we hope the film will inspire other women to want to feel that joy of moving, whether they’re jogging with their kids, squeezing in a HIIT (high-intensity interval training) session in between meetings, or trying to walk instead of get the bus to get their steps up.”



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