The new This Girl Can Ad launched today and here at the BMC we're particularly excited about it.
Sport England's This Girl Can campaign began in 2015 with an aim to address the gap in sport and physical activity participation between men and women. One year later 2.8 million 14-40 year old women said they have done some or more activity as a result of the campaign. Now more than 7.2 million women play sport and do regular physical activity, an amazing 250,000 more than when This Girl Can was launched, which means the gender gap has reduced from over 2 million to 1.55 million.
Caroline climbing in the Peak District. Photo: Ian Couldwell. Laura climbing indoors. Photo: Jessie Leong.
This Girl Can is built on an understanding of why many women don't feel sport and physical activity is for them. One of the strongest themes form this insight unpinning the campaign is a fear of judgement, a fear of not looking right and not fitting into the sporting environment, or of not being fit enough and skilled enough to take part in the activities. This Girl Can aims to show the myriad of women who are active and enjoy playing sport. The new This Girl Can advert launched today with a new shift towards women in their 40's, 50's and 60's and on building confidence and keeping women active.
Watch: The new This Girl Can Ad
Another new addition to the campaign is that you can create your own poster with the This Girl Can app and choose one on the iconic This Girl Can mantras such 'I'm acting my age', 'Girl. Power.' and 'Unleash your inner beginner'. Don't forget to share your posters with @TGCclimbing, and @ThisGirlCanUK and use #ThisGirlCanClimb and #ThisGirlCan.
Here at the BMC we're big supporters of This Girl Can and we're excited to support the new phase of the campaign. We're very passionate that climbing, hill walking and mountaineering is for everyone. Our first step is to gather more images and personal stories from climbers so we have a photo-shoot taking place on Sunday 26 February at Manchester Climbing Centre. We're super excited about sharing these images and the personal stories from this inspiring bunch of female climbers.
Watch: This Girl Can Climb on BMC TV
We know many women are already involved in climbing, hill walking and mountaineering and we regularly meet women who have been inspired by the This Girl Can campaign. Caroline Schofield started climbing in her 30's after having a baby and shared her story with the BMC after "having been incredibly motivated and inspired by the This Girl Can Campaign".
During #WomenOutdoors Week 2016 Somerset Activity and Sports Partnerships This Girl Can Ambassador Lorraine and her 3 boys climbed Snowdon for the first time. Depsite the cold weather and foggy summit thery were all super proud of their acheivement and we hope to see them enjoying more hill walking as a family this year.
Many climbing walls have ladies sessions which female climbers together to find new climbing buddys, and climb with like minded people. Some sessions have a coach on hand to help you out, or of course you can learn from each other in a supprotive community fo female climbers. We've listed some of the ladies sessions we know about, but if you know of any more pelase do let us know.
MEET: Our Ambassador Team
WATCH: BMC Ambassador James McHaffie on BMC TV
WATCH: BMC ambassador James McHaffie taking a fall from the Headwall Pitch of Salathé Wall on BMC TV
WATCH: Mary-Ann Ochota in Great Walks: Catbells on BMC TV
WATCH: BMC Ambassador Steve McClure on BMC TV
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