Sport England has launched the second phase of its "This Girl Can" campaign to get women exercising, following on from its award-winning 2015 campaign.
The campaign kicks off with billboards, to be accompanied by new TV creative by agency FCB Inferno at the end of Feburary. As previously, it celebrates women of all shapes and sizes and all levels of ability and this time adds in some new issues, following further extensive research with women across the country.
Posters will tackle themes such as stopping and starting exercise and life circumstances that make it more challenging to exercise, and the campaign has extended its focus in terms of age to include women in their fifties and sixties.
Al Young, chief creative officer of FCB Inferno, said in a statement: "This second brief presented us with a huge challenge, and this time round we have focused on the roller-coaster realities of the relationship with exercise -- something that is rarely talked about."
Sport England CEO Jennie Price added, "This Girl Can has made a real difference since it launched, with the number of women doing regular physical activity and sport now at an all-time high. But there's a lot more to do. The gender gap still exists. Most women still feel judged when they play sport or exercise. We feel guilty for stopping and starting, for hesitating, for not looking perfect. The women and girls in this campaign remind us that's normal and create some strong images that we hope millions of women will relate to."