The success of the ‘This Girl Can’ campaign
Have you ever felt like you couldn’t do something? Now imagine feeling like you couldn’t something simply because you were frightened, or embarrassed by what other people might think.
Readdressing this feeling is the ethos behind Sport England’s This Girl Can campaign, a national campaign aimed at celebrating active women up and down the country who aren’t afraid to get up and do their thing.
Why This Girl?
Sport England did research. What they found was a huge difference in the number of men playing sport compared to women.
“The figures on participation are crystal clear,” said Jennie Price, Sport England’s CEO, “there is a significant gender gap, with two million more men than women exercising or playing sport regularly.”
They also found out why. Their research showed that millions of women and girls are afraid to get up and exercise because of fear of judgement.
Most of us are aware of how much pressure magazines and the media put on both men and women to look great. We know photographs are airbrushed and celebrities made up by professional stylists. What most people don’t realise is how much impact these ideals are having on our confidence.
Sport England’s research highlighted just how much of an impact this fear of judgement was having on the number of women actively participating in regular sports and fitness. So they decided to do something about it. The campaign was a runaway success. According to Sport England, over 13 million people have viewed the flagship video, with the count rising hourly.
So why was it so successful? What made the campaign such a public success, and what can we learn from it?
The core message behind the This Girl Can campaign is empowerment. As Sport England describe on their website,
“The campaign doesn’t hold back in trying to encourage women to beat their barriers. ‘Sweating like a pig, feeling like a fox’ and ‘I kick balls, deal with it’ are among the hard-hitting lines used in the campaign to prompt a change in attitudes and help boost women’s confidence.”
The This Girl Can campaign was also among the first of its kind to feature real women with real bodies. It seeks to tell the real story of women who play sport by using images that are the complete opposite of the idealised and stylised images of women we are now used to seeing.
A campaign’s message is equally as important as its goals. Yes, This Girl Can encourages well-being through exercise, but it also encourages a positive shift in public attitude. More than helping to shape bodies, it seeks to shape minds, breaking down idealistic stereotypes and helping disillusioned and disenchanted women to feel good again. By telling the stories of real women who have felt empowered by the campaign, This Girl Can quickly achieved viral status. Stories are innately shareable, and everyone loves a success story.
Blogs, visual content and consistent feel-good branding throughout the campaign swayed the hearts and inspired the minds of millions of women nationwide. At Beyond we have a great deal of respect for This Girl Can. The campaign brilliantly demonstrates how our own feel-good branding can help to elevate your brand and your customers through positive affirmation, creativity and optimistic messaging. Successful branding is about more than brand identity.
It is about making an emotional connection with your audience. And when you feel good, your customers feel good. For more information about This Girl Can, click here, where you can find out everything you need to join in the campaign.
To find out how Beyond call bring your brand to life, call us on +44 (0)20 7036 0603 or contact us here today.