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Developed by Sport England in 2015, the This Girl Can initiative aims to get more women and girls moving regardless of shape, size and ability. The initial 2015 campaign was designed to directly counter evidence that showed that female participation in sports had fallen in previous years (1.73 million fewer women were playing a sport versus men according to Jennie Price, CEO, Sport England). The 90-second video, which celebrates women being active, no matter their appearance or ability, was shown on TV, cinema, OOH, and social media.
You can watch the latest This Girl Can ad here.
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