Sport England are claiming a reserved victory following from their “This Girl Can” ad campaign, that has inspired almost 3 million women to exercise more. The unapologetically joyful advertisement, set to the soundtrack of Missy Elliott’s bhangra-infused “Get Ur Freak On,” features a range of women sweating, straining and triumphing, with bold captions that include “damn right I look hot,” “I jiggle therefore I am” and “sweating like a pig, feeling like a fox.” The campaigns ads have been viewed on YouTube more than 37 million times, extending their range of influence well beyond the U.K.
Although Sport England says 2.8 million women between 14- and 40-years-old “have done some or more activity as a result of our campaign,” gender disparity remains a problem when it comes to exercise. “With a gender gap of 1.73 million fewer women playing sport compared to men, we need to keep getting the message out there that women come in all shapes and sizes and levels of ability, and they should all feel able to exercise and play sport,” said Sport England CEO Jennie Price, of the work that remains to be done.
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