strapline Fit Got Real in an effort to reach women of all backgrounds and ethnicities who feel left behind by traditional exercise.
• Women in lower paid and routine jobs are twice as likely to be inactive as those in senior managerial roles (33.5% compared to 17.7%)
• South Asian and black women are also more likely to be inactive than white women
The Campaign, which is funded by The National Lottery, launches a new film showing real women using practical, inventive and unconventional ways to fit exercise into their lives.
Research also shows that a mix of practical and emotional pressures, such as lack of time, fear of judgement and lack of confidence, prevent many women from being as active as they would like. The insights also highlight that many of these pressures come from the way marketing, the media and TV often portray exercise as being for women who have the money to afford gym memberships, expensive sports clothes or plenty of free time.
The campaign is looking to inspire and motivate women with its new Fit Got Real film by showing real women of different ages and ethnicities doing exercise their own way – whether that is running around a park pushing their child in a pram, hula hooping at home or teaching themselves how to swim using YouTube – and sharing the message that no matter how unconventional, it all counts as exercise.
Jennie Price, Chief Executive of Sport England comments: “There are some stark inequalities when it comes to different levels of exercise amongst women in England. Many of the pressures of modern life do not make it easy for women to have the confidence and motivation to be active. The health and wellbeing benefits of being active should be available to all women, and that is why we have a new message – Fit Got Real – to celebrate the creative and often unconventional ways many women are fitting exercise into their busy lives.”
Having already inspired almost 3 million women to be more active since launching in 2015, This Girl Can’s new campaign is designed to appeal to an even wider range of women by showing images and telling stories of the realities of getting active for many women.
Along with the new adverts and online film, This Girl Can’s website and social channels will showcase women talking about how they fit exercise into their lives, why they like it and the negative perceptions and barriers they overcame to be more active.