Sport England's celebrated "This Girl Can" campaign is back with a new spot, this time illustrating how women have been exercising during the pandemic.
The women's sport platform, known for its inspiring ads, debuted a big new push in January of this year, but lockdown has changed the way that women are keeping fit and the new advertising from agency FCB Inferno highlights some of the new ways they are doing so.
As well as women from the earlier campaign, it features some new faces, showing them fitting activity into their lives in their own way. They include Katy, who founded "Blaze Trails," a community of walking parents and children during lockdown. Walking with her baby on her back and her toddler for company helped her cope with feelings of isolation. There’s also Aneesa, a mother of two from South London, who lost her income at the beginning of lockdown so started attending HIIT and dance sessions over Zoom instead and has met an entire community of new women.
Directed by Ali Kurr via Partizan, it features the track "Offence" by British rapper Little Simz, which the organization says is designed to reinforce that women shouldn't feel judged or told what to do when it comes to exercise.
“At the beginning of lockdown there was a sense there was a right way to do it. A feeling like we should all be starting new hobbies and getting very fit," says Kate Dale, campaign lead for This Girl Can. “But the reality for a lot of women is that we have more demands on our time, and more financial and mental wellbeing challenges.”
“It has been remarkable hearing the inspiring stories that the This Girl Can community have been sharing about how they are managing to stay active despite lock down throwing up a myriad more barriers, adds Sharon Jiggins, chief marketing officer at FCB Inferno. “This film celebrates this but also acts as a reminder that the barriers that were there before lockdown are still very much present during lockdown and as we emerge from it. That’s why it is so important we keep talking about those topics such as menstruation and menopause to normalize the conversations around them.”