This girl can - Contextual research

"Fear of judgement is stopping many of us from taking part in exercise. But as thousands of women up and down the country are proving, it really doesn’t have to."

"This Girl Can is a national campaign developed by Sport England and a wide range of partnership organisations. It's a celebration of active women up and down the country who are doing their thing no matter how well they do it, how they look or even how red their face gets."

http://www.thisgirlcan.co.uk/

The This Girl Can campaign is all about sex, not sport

"Yes, the campaign portrays ‘real’ women’s bodies, but it still plays into the norms of objectifying female flesh"

This girl can uses a minimalist campaign focussing around large scale pictures of motivated women fighting for their cause. 

It's a campaign focussing around fitness and the fact that women shouldn't feel afraid to exercise, but the branding doesn't convey a sport persona personally.

http://www.theguardian.com/commentisfree/2015/jan/16/this-girl-can-campaign-sex-sport-real-women-bodies-objectifying-female-flesh

The campaign has been subject to scrutiny by the guardian claiming that the project is based around sex and not sport, something which opposes feminism or women's rights (in a way).

"Sport England has launched This Girl Can – an edgy promotional campaign that seeks to inspire women to challenge cultural assumptions about femininity that prevent them engaging in sport and exercise. The short television clips draw upon “real” women’s bodies, of different shapes and sizes, as they move, sweat, strain and take pleasure in a range of activities – swimming, kickboxing, football, dance, cycling. 

The dynamic footage plays to Missy Elliott’s Get Ur Freak On, and offers different ways of seeing women beyond conventional representations of the static female body as an object of beauty (slim, tanned, delicate)."

Research into gender equality campaigns: This Girl can, #Like a girl, HeForShe etc firstly to gain an intellectual insight into the aims and ambitions of these organisations, and also to witness the research style and branding of these campaigns.

This Girl Can's campaign focusses fully around female empowerment, mainly from a sport perspective, explaining why females shouldn't be embarrassed whilst exercising. The design of this campaign features minimalism and full sized images (a style of design that generally is ideal for my preferences). Making use of feminine colours such as a darker purple/fuchsia this branding/style conveys a strong sense of empowerment and seriousness for their cause.