This Girl Can is aiming to tackle “unrelatable” fitness images and harness social media to encourage more women to be active.
Five years since the launch of the campaign, Sport England is calling on influencers, the media and brands to feature more diverse and realistic imager of women exercising.
Research from the body shows that 63% of women who see slim, toned bodies on social media sites say it has a negative impact on them and nearly a quarter (24%) follow a fitness influencer who makes them feel bad about themselves.
Sport England’s director of insight Lisa O’Keefe tells Marketing Week: “We’re trying to change the stereotype that sport is just for the young, fit and talented. To do that we have to change the images we see on social media. We are urging everybody to think about how they can provide more diverse images.”