In the UK, the ongoing campaign
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has just launched a new initiative inspiring women to get active, two years after a very successful first ad. According to Campaign
, 1.6 million people started exercising as a result of the first initiative in 2015—a tangible impact on consumer behavior.
The new campaign is narrated by the late poet and activist Maya Angelou, and tackles the fears and mental hurdles that stop many people from exercising. These hurdles particularly affect women when it comes to sports. Sport England estimates that 2 million fewer women than men aged 14 to 40 play sports regularly in the UK, even though 75% say they want to be more active.
In addition to playing an important role in a healthy lifestyle, physical exercise can widen social circles, inspire independence, and encourage self-confidence according to a number of studies. Brands that highlight these benefits and the ways in which exercise can empower women will stand out to consumers.
What makes the new This Girl Can initiative so successful is its encouraging tone and its authenticity; the fact that it recognizes a self-consciousness that many women admit stops them from being active. Tapping into the concept of female strength in an honest way will not only draw women in, but also impact purchasing decisions and potentially spark a real change in consumer behavior.
The role of women in advertising is further explored in Women, Next.