Shake it off: Ad encourages women to embrace their jiggle

UK – Women are not as physically active as men because they worry about how their bodies will be perceived, according to a report by Sport England. To encourage them to be more active, the organisation launched the campaign This Girl Can that features a video ad celebrating women’s wobble.

In the advert, an assortment of women – young and old, with a variety of body shapes and sizes – are seen working out to the max. Whether it be playing a sport, dancing or running solo, the ad celebrates their strength and the act of moving. Slogans include: ‘I jiggle therefore I am’ and ‘Sweating like a pig, feeling like a fox’.

‘Before we began this campaign, we looked very carefully at what women were saying about why they felt that sport and exercise were not for them,’ Sport England CEO Jennie Price told BBC Sport. ‘One of the strongest themes was a fear of judgement. Worries about being judged for being the wrong size, not fit enough and not skilled enough came up time and again. This campaign says it really doesn’t matter if you are a bit rubbish or completely brilliant. The main thing is that you are a woman and you are doing something, and that deserves to be celebrated.’

The advertisement exudes a Sexy Sweat mentality, promoting the idea that sweat, exercise and getting sporty can be feminine too.