Context of the This Girl Can Campaign

The This Girl Can campaign analysis reveals its origins and objectives. Launched by Sport England, this national initiative aims to tackle the primary barrier preventing women from engaging in sports: the fear of judgment. The campaign celebrates women's active participation regardless of their performance or appearance.

Highlight: The campaign is funded by the National Lottery and supported by the government body Sport England, emphasizing its non-commercial nature.

Sport England's research uncovered a significant gender gap in sports participation:

• 2 million fewer women aged 14-40 regularly participate in sports compared to men.
• 13 million women express a desire to participate more, while 6 million are not active at all.

Definition: The fear of being judged emerged as the top barrier preventing women from engaging in physical activities.

Campaign Wording and Messaging

The This Girl Can Poster employs clever wordplay to challenge societal stereotypes. It transforms a potentially derogatory phrase into a positive statement, encouraging women to embrace exercise.

Example: The campaign's slogan "Sweating like a pig, feeling like a fox" turns a negative connotation into an empowering message.

The campaign's name, "This Girl Can," serves as a powerful affirmation of women's capabilities in sports. The use of a hashtag (#thisgirlcan) connects readers to the campaign's social media presence, fostering a sense of community among participants.

Vocabulary: The term "mantra" is used to describe the campaign's repeated phrases, emphasizing their motivational purpose.

Media Language and Visual Elements

The This Girl Can logo and visual elements are carefully crafted to resonate with the target audience. The advertisement features:

• A mid-shot of a woman exercising, making her the focal point of the narrative.
• The use of non-celebrity models to increase relatability for ordinary women.
• A raw, unpolished finish that presents real women as aspirational role models.

Quote: "Sweating like a pig, feeling like a fox" - This mantra challenges the historical notion that sweating is unladylike and reframes it as a sign of health and attractiveness.

Representation and Inclusivity

The This Girl Can campaign analysis for exams should consider how it challenges dominant ideologies about women in sports. Key points include:

• Positive portrayal of women to challenge stereotypes and boost confidence.
• Use of "real" women without glossy finishes to create relatable role models.
• The brand name "This Girl Can" employs "girl" as an inclusive term to unite women.

Highlight: While "girl" is used to create a sense of unity, it may inadvertently make older women feel disconnected from the campaign.

Theoretical Framework

Applying media theories enhances the GCSE Media Studies Eduqas This Girl Can knowledge organiser. Vladimir Propp's character theory is particularly relevant:

• The woman in the advertisement is presented as the protagonist or 'hero' of the narrative.
• Her heroism stems from embracing sport without inhibitions or concern for others' opinions.

This theoretical approach helps students analyze the campaign's effectiveness in challenging societal norms and empowering women through sports participation.