Ad Drive Seeks To Combat 'Fear Of Judgment' That Stops Women Taking Part In Sport

Sport England, the body that allocates public funding to sport, "is kicking off a campaign to encourage women to get active, featuring a TV ad created by FCB Inferno," according to Ed Owen of CAMPAIGN LIVE. The 90-second "this girl can" TV ad "will launch" during the Coronation Street ad break at 7:45pm. The concept "came from Sport England research that suggests women are less likely to participate in sport than men, with 2 million fewer women aged 14-40 regularly taking part in sport." Sport England CEO Jennie Price said, "Before we began this campaign, we looked very carefully at what women were saying about why they felt sport and exercise was not for them." Unlike typical fitness ads, "the film features women who do not conform to the usual stereotypes." The ad "rises in tempo and intensity, with increasingly active and sweaty women getting into their chosen sport" (CAMPAIGN LIVE, 1/12).