Launched in 2015, This Girl Can is a highly publicised promotion that seeks to inspire women to engage in sport and activity. The campaign also aims to challenge cultural assumptions about femininity that prevent some women from taking part in sport. So why has this campaign been launched and how likely is it that it will achieve its objectives?
According to a recent Sport England study, 2 million fewer women than men aged 14–40 play sport regularly, with 75% of those surveyed saying that they would like to be more active. Women said they were put off doing exercise because of a range of factors, including:
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