This Girl Can - Component 1

sexual objects

Normally, women are seen as ________, wearing revealing or even minimal clothing and doing lustrous, seductive poses in adverts.

younger audiences

The use of the hashtag appeals to ________ and reflects the modern context of the advert.

Background context

• developed by Sport England; conjunction with wide range of partnership organisations

• purpose → break down primary barrier holding women back from participating in sport; fear of judgement

• Funded by National Lottery; backed by government body, Sport England; no aspect to it at all

Social and cultural context

• Sport England carried lots of research → big gender gap in sports participation. Discovered → two million fewer 14-40 year old women than men partake in sport regularly →fear of being judged was the number one barrier

• Result → 1.6 women started exercising; number of women playing sport + being active increasing faster than men

• Soon after launch of campaign, Nike released more motivation campaign → “Better for it” → real side to fitness