Source · Select Committees · Women and Equalities Committee
Recommendation 8
8
Deferred
Paragraph: 45
Prioritise another 'This Girl Can' campaign phase focused on inspiring women in midlife.
Recommendation
We recommend Sport England prioritise another phase of the “This Girl Can” campaign focused on women in midlife, showing real life examples of women in the 40- to 60-year-old age group participating in a wide range of sports and physical activities, to inspire others.
Government response summary AI-generated
The government accepts the recommendation but describes unrelated ongoing work by Sport England and other bodies focused on women in coaching and instructor training, not on launching a new phase of 'This Girl Can' specifically for women in midlife as recommended.
Summary of the government's response below — read the verbatim text to verify.
Paragraph Reference:
45
Government Response
Deferred
HM Government · verbatim extract
Deferred
The Government and Sport England accept this recommendation. Sport England is the arm’s length body of Government with responsibility for growing and developing grassroots sport and getting more people active across England. Decisions on the organisation’s priorities and investment are for Sport England to make independently. This Girl Can’s imagery and messaging has always included women from a range of life stages. Data from Sport England’s insight tracker shows that the This Girl Can campaign has positively impacted women aged between 41 and 60. Since 2020, of the women aged between 41 and 60 who were aware of the campaign: • Up to 17% reported doing more activity because of This Girl Can. This translates to 6% of all women. 10 Health barriers for girls and women in sport: Government and Sport England responses • Up to 81% reported that the campaign helped women to feel more confident being active. • Up to 77% say the campaign helped women to overcome the fear of being judged when being active. • Up to 36% say they want to be more active because of the campaign. In addition to this, the next phase of the This Girl Can campaign will include a specific focus on women aged 50 and over.
Read the full response on Parliament ↗