This Girl Can returns with celebration of the creative ways women have stayed active during pandemic
Posted: Wed, 16 Sep 2020 14:03
The latest promotional video aims to encourage women to take part in forms of exercise despite the challenges posed by coronavirus.
Breastfeeding mothers and menstrual cramps feature in Sport England's latest This Girl Can campaign, which aims to encourage women to stay active despite the challenges posed by the coronavirus pandemic.
The latest promotional video celebrates the inventive ways women switched up their routines during lockdown and highlights themes that are highly relatable for mothers who have juggled work and home life during the lockdown.
It also uses scenes from the campaign's five-year anniversary launch, including one where a woman, while getting changed for a yoga class in a bid to ease her menstrual cramps, visibly shows off her tampon string. The empowering footage was a first for a British television advert when it was originally aired on television screens back in January.
Drawing on real-life experiences of women who have been impacted by the pandemic, the video also shows new mum Katy O'Neill Gutierrez who founded 'Blaze Trails', a community of walking parents and children during lockdown after feeling isolated. She is seen balancing her routine of long walks and breastfeeding her six-month old baby in a park.
"Showing down-to-earth shots like breastfeeding felt really important," Kate Dale, the campaign lead for This Girl Can, told Telegraph Sport. "For any new mum during the pandemic, it must have felt so strange and isolating. What I love about Katy's story is that she set up a walking group for parents and children precisely to stop that feeling of isolation.
"If you need to breastfeed in the middle of a park, you need to breastfeed in the middle of a park. That's normal. There's nothing squeamish or wrong about that and I think it's important to show the matter-of-factness about it."
Mother-of-two Aneesa Dawoojee from South London, who grew in confidence and improved her mental wellbeing through home workouts on Zoom, is among the new cast members for the relaunched campaign.
Featuring the distinctive vocals of British Rapper, Little Simz's Offence, the video also shines a light on the other diverse ways women used to stay active during the lockdown, such as Jennifer Fee, who is filmed lifting her kids to replace weight training in order to keep up with more unusual routines like aerial fitness.
The video coincides with research from Sport England showing that 65 percent of women said it was important to them to exercise regularly, despite the disruption caused by the pandemic.
Dale stressed it was important the advert did not focus on "how difficult this year has been and will continue to be" but rather celebrate the unique opportunities the pandemic has presented women to stay active.
She added: "When I watched the edit back for the first time, it really spoke to me about the adaptability of women because of the things we're going through in our lives.
"We really wanted to show the barriers women still face in getting active are still there - plus a load of new ones - and that's why we wanted to make sure the tampon string stayed in there."
Article Source: Telegraph