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#THISGIRLCAN

3rd February 2015 by Grace Bullingham

#THISGIRLCAN

This Girl Can celebrates the women who are doing their thing no matter how they do it, how they look or even how sweaty they get. They’re here to inspire us to wiggle, jiggle, move and prove that judgement is a barrier that can be overcome.#thisgirlcan


This is such a fantastic campaign, championing women of all shapes and sizes, and encouraging exercise. How has this been missed for so long?


The opening scene is of a woman in a bikini walking towards a swimming pool, she slides two fingers underneath her bikini bottoms and snaps them, which is que for Missy Elliott’s ‘Get Ur Freak On’. The rest of the advert features women of all shapes and sizes participating in various sports. You watch them really go for it, pushing themselves to the extreme, flesh on full display. This is an advert that speaks to women, it is not afraid to show cellulite or ‘wobbly bits’. These women are comfortable in their own skin and proud of who they are.


The campaign was set up by Sport England after they identified that ‘fear of judgement’ prevents women from exercising. They wanted to let women know that whatever their size or ability, sport can be a fun and enjoyable part of their lives. Fitspiration has overridden thinspiration in this campaign. With slogans such as’ I swim because I love my body. Not because I hate it’, tells women that sport doesn’t have to be about being thin and self-loathing, it’s about being active and having fun too!


A truly gripping advert that screams GIRL POWER! And actually makes you think twice about getting off the sofa and doing something active instead! Hurrah! The 90 second advert was created by FCB Inferno, and what a sterling job they did!

 

 

 

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