This Girl Can

What is the main purpose of the This Girl Can campaign?

To encourage more women to take part in sport by breaking down stereotypes.

How are women represented in This Girl Can?

As strong, diverse, and real—sweaty, active, and unconcerned with appearance.

What slogan is used and why is it effective?

“This Girl Can” – it’s empowering, simple, and direct.

What is the target audience for This Girl Can?

Women aged 14–40, especially those put off sport by fear of judgement.

How does This Girl Can challenge typical representations?

It avoids idealised beauty standards and promotes authentic female experiences.

What non-verbal codes are used in the visuals?

Smiles, sweat, physical effort, active body language, and indirect address (suggesting that she doesn’t care).

Who funded the campaign and why?

Sport England – to increase female participation in physical activity.