Sport England has updated its iconic "This Girl Can" campaign for 2020, with a new spot that goes even further in tackling some of the barriers to exercise for females.
The new ad from FCB Inferno stars new real-life women who have experienced issues that deterred them from being active -- including period cramps, disability and childcare. It also revisits some of the women who starred in the original 2015 ad. One woman, Hannah is seen using yoga to ease her period pain—at one point we see her in a changing room with a tampon string hanging out of her pants. Mom-of-three Kirsti is shown breastfeeding before handing her baby over to her partner in order to play netball. Glynnis, a woman with a disability, builds up her self-confidence in the pool; Farrah has been introduced to new friends through climbing, while gym-going mother and daughter Patrice and Yvonne work out at home to combat their symptoms of menopause and Polycystic ovary syndrome.
Directed by Ali Kurr, whose work includes commercials for the BBC, Nike, Samsonite and Corona as well as music videos, it's set to an empowering rap track, Offence by Little Simz. The wider campaign includes digital content films that will dig further into the backstories of some of the women, as well as social media and OOH advertising
Lisa O'Keefe, insight director at Sport England, says that for the campaign's fifth birthday Sport England wanted to show some familiar faces that remind viewers of the original film but also "move it on." Although four million women in England have become more active as a result of the original campaign, there is still a gender gap when it comes to exercise, she adds. "Our research showed that women loved the campaign but there were still issues holding them back. It's not enough to just to show it, we also need to talk about the practicalities."