Sport England and FCB Inferno, London, have launched new creative to reach women of all backgrounds and ethnicities who may feel left behind by traditional exercise. Sport England’s This Girl Can initiative shows real women using practical, inventive and unconventional ways to fit exercise into their lives.
Titled “Fit Got Real,” this latest film in the campaign shows real women of different ages and ethnicities doing exercise their own way, no matter how unconventional. Whether women are active by running around the park pushing their child in a stroller, hula hooping at home, jumping into the sea, trampolining with friends or teaching themselves how to swim using YouTube, the message from This Girl Can is that all exercise counts.
Georgi Banks-Davies of production house Skunk directed “Fit Got Real.”
Sharon Jiggins, EVP of FCB Inferno, said, “Conventional exercise and the conventions around it, such as having the ‘right’ kit and clothing, can be a big barrier for a lot of women and girls. So too is the lack of time, money and energy. We wanted to smash all these conventions with this next phase of This Girl Can and show the honest and uplifting truths about how exercise can be possible for every woman–even those juggling busy, hectic lives. Director Georgi Banks-Davies was able to brilliantly capture these insights of women’s real lives on camera and help motivate others. We want our audience feeling inspired and believing that no woman should ever be made to feel judged over whatever way they choose to get active. That’s why Barbra Streisand’s ‘Don’t Rain On My Parade’ is the perfect anthem for this phase of This Girl Can.”
