Women worldwide are usually less inclined to make exercise or workout a daily routine as compared to men around the world. In fact, the numbers slide down further when we look at the statistics of women from BAME category or those who are working on low salaries. Sport England’s recent survey shows that around 36% of South Asian women, 29.4 % black women, and 25.3% white British women are lethargic, further stating that they don’t even exercise for at least 30 minutes per week. Sport England hopes to bring about a paradigm shift in the minds of these women with #FitGotReal, its latest in This Girl Can campaign which was launched 3 years back in 2015. After having, all these years, inspired over 3 million women to be active and energetic, Fit Got Real is back to empower women to take up exercise in their homes, in their kitchens or while watching TV; thus proving that exercise need not happen in the gyms but it can happen wherever you are.
The spot shows visual stories of women across varied age groups and ethnic identities finding their own way to workout and inspiring others to find theirs. So you can run around a garden while also giving your baby-in-the-pram a fun ride (but not too hasty), go hula hooping while cooking, and so on. The underlying message is clear – no exercise is unusual or unorthodox, just do it.
A part of the survey also states that women who fall into the lower salary rung are two times more likely to be lethargic than women who fall into the comparatively higher rungs of senior management or alike. These women also seem to undergo a blend of emotional pressures who are further demotivated when the media and TV portray exercise as a pricey commodity of sorts only to be enjoyed by those who can afford access to gyms, wear costly sports wears and so on. However, Sport England wants to help these women change their lifestyle by kicking inequality out and bringing exercise into their lives. And it doesn’t require one to shell out huge money or put on branded sports wears or go to gyms. All you need is an iron will.
Caroline, 36, who stars in the new film, comments: “As a full-time carer I rarely have time to myself and am often under a lot of pressure both emotionally and physically. At the end of the day, I always felt I was either too tired, didn’t have enough time or wasn’t motivated enough to exercise. But, one day I realised how important it was (for my mental and physical health) to spend some time on myself and, with the help of my friends and support groups in the community, I could see a way out! Rather than spending half an hour watching TV, I now get out to a dance class or over to the trampoline classes at the local community centre. With added daily pressures of work and family commitments, I completely understand how easy it is to get into a routine of not doing much exercise, but I feel so much happier and healthier from being more active. Even it’s a quick run up and down the garden it’s better than nothing!”
About Sport England
Sport England is a public body and invests up to £300 million National Lottery and government money each year in projects and programmes that help people get active and play sport. It wants everyone in England, regardless of age, background, or level of ability, to feel able to engage in sport and physical activity. That’s why a lot of its work is specifically focused on helping people who do no, or very little, physical activity and groups who are typically less active – like women, disabled people and people on lower incomes.
About This Girl Can
Since 2015, Sport England has been working to address the significant gender gap found in sports and exercise, to build women’s confidence around being active, and help them meet the Chief Medical Officers’ guidance. The campaign was based on the insight that 75% of women say they want to do more sporting activities or exercise, but one of the unifying barriers found to be holding them back is a fear of judgment. This Girl Can’s objective is to encourage women to engage in physical activity regardless of shape, size, age or ability. This Girl Can ‘Fit Got Real’ campaign was launched in response to women feeling that conventional exercise doesn’t represent them or their lives.
Partners supporting the campaign
There are a huge number of partners helping to support the campaign. From grassroots sports clubs and groups to County Sports Partnerships (CSPs) to many of the National Governing Bodies such as British Cycling and England Athletics as well as bodies such as Public Health England. They are supporting the campaign in many ways such as sharing the campaign with their audience to help create a huge ripple effect on launch as well as creating “on the ground” opportunities and experiences within their areas and sectors to help encourage women into regular exercise.
Product/Title – This Girl Can | Fit Got Real
Advertising Agency – FCB Inferno
Head Of Broadcast – Nikki Chapman
Agency Creative Producer – Bridie Scriven
Executive Vice President – Sharon Jiggins
Account Director – Alice Poole
Chief Strategy Officer – Vicki Holgate
Strategy Director – Laura Pirkis
Strategist – Tom Lindo
Executive Creative Director – Owen Lee
Creatives – Ali Dickinson & Jack Walker
Production Company – Skunk
Director – Georgi Banks-Davies
Dop – Todd Banhazl
Production Company Exec Producer – Kate Taylor
Production Company Producer – Cathy Green
Editor – Ellie Johnson
Edit Company – Tenthree
Colourist – Simone Grattarola @Time Based Arts
Post House – Unit
Audio – 750 Mph
Sound Engineers – Ben Gulvin
Best digital campaign, Advertising Campaigns, Ad agency, Awareness, Women Fitness, Women Health