Sport England debuts the first of its kind, the 'This Girl Can' campaign. The motivating advertisement features women of all shapes and sizes partaking in physical activity. The sports include Zumba, biking, swimming and rowing. The aim of the This Girl Can campaign is to help women, of any size, embrace an active lifestyle.
It can be noted that over three million British women have confessed to being physically inactive. Sport England means to inspire real women and not the glamorous ones found scrolling through Instagram. What makes this campaign unique, besides it being the first of its kind in the United Kingdom, is its real approach to fitness. By photographing real women sweating, running and swimming, the campaign hopes to ignite the fire inside.
Authentic Female Fitness Ads
Sport England's This Girl Can Campaign Embraces All Body Types
Trend Themes
1. Body-positive Fitness - Opportunity to disrupt the fitness industry with more inclusive and real representation of diverse bodies in their marketing campaigns.
2. Empowerment Advertising - Opportunity to disrupt the advertising industry with more empowering and inclusive messaging that resonates with consumers on a personal level.
3. Social Impact Marketing - Opportunity to disrupt the marketing industry by creating campaigns that not only drive sales but also support social causes and promote positive change.
Industry Implications
1. Fitness Industry - There is an opportunity for the fitness industry to capitalize on the body-positive movement and create more inclusive products, classes, and services for people of different body types and abilities.
2. Advertising Industry - There is an opportunity for the advertising industry to shift away from traditional beauty standards and embrace more diverse and inclusive messaging that resonates with consumers on a personal level.
3. Marketing Industry - There is an opportunity for the marketing industry to use its power and influence to drive positive social change and make a meaningful impact on society and culture.