“I jiggle, therefore I am.”
This is just one of the body-positive messages in Sport England’s new “This Girl Can” campaign, which offers a much-needed counter narrative to the images of unattainable body types that saturate the media. The ad, which debuted on January 12, aims to show that healthy and active bodies aren’t necessarily “perfect” — and that’s OK.
“The campaign is the first of its kind to feature women who sweat and jiggle as they exercise. It seeks to tell the real story of women who exercise and play sport by using images that are the complete opposite of the idealised and stylised images of women we’re used to watching,” the organization said in a press release.
Healthy and active is beautiful. Sport England’s research indicates that 75% of women wished they were more active, but let fear of judgment of their appearance or ability…
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