Kate Dale, Head of brand and digital strategy at Sport England, talks about the ‘This Girl Can’ campaign, a campaign designed to increase participation for women. Sport England’s research found in 2014 that the gap between women and men in sport was still very marked with no change of sign, ...Read more and that the main reason for the lack of participation was mainly a fear of judgement. The campaign, which uses messages of self-confidence and uses the images of relatable women of all varieties, has got 3.9 million women more active.
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