Get Women Exercising Campaign
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The document discusses a campaign to get more women aged 14-40 to exercise regularly. It notes that many women feel judged about their abilities, appearances, or priorities when exercising. The proposed campaign would celebrate active women of all shapes, sizes, abilities, and activity levels to help women overcome feelings of judgement holding them back from exercise. The campaign would work to reshape language around women and exercise and create an attitude of "don't give a damn" through street casting, portraying a variety of activities and types of women, and curating social media conversations to inspire and help with self-identification as active women.
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Get Women Exercising Campaign
- 2. • Non-departmental public body • Increasing the number of people doing regular exercise • Public funding of £300m per annum
- 4. Being sweaty Not being fit enough Family should be more important Having a red face Not being good enough Studying should take priority Not looking ‘made up’ Looking silly Bringing the wrong equipment Time with friends should be more important Changing in front of others Not being competitive enough Being the only new person Exercise isn’t cool Wearing tight clothing Not knowing the rules Showing their body Holding back the group Wearing sports clothing Being ‘too’ good Not appearing feminine Body parts wobbling when exercising Wearing the wrong clothing/kit Developing too many muscles Being seen as too competitive FEAR OF JUDGEMENT
- 5. Three areas of judgement PrioritiesAppearance 8/10 50% girls aged 11-21 believe there is too much discussion about women’s weight in the media of the same group say they would like to look more like the pictures of girls and women they see in the media Ability BUTCH RUBBISH FAMILY EXERCISE
- 6. Get women aged 14-40 exercising Ground-breaking – fresh, surprising, disruptive Reshape the language around women and exercise Ability to be owned by women & partners long-term Think ‘campaigning’, not a campaign Behaviour change brief
- 8. Our Manifesto Women come in all shapes and sizes and all levels of ability. It doesn’t matter if you’re rubbish or an expert. The point is you’re a woman and you’re doing something.
- 9. To liberate women from the judgements that hold them back Role for communications
- 10. A sassy celebration of active women everywhere • Street cast • Breadth of activities • Variety of shapes, sizes & skill levels • ALL with a ‘don’t give a damn’ attitude
- 11. Three phases of the campaign REALISATION INSPIRATION SELF- IDENTIFICATION
- 13. Listening, creating & curating conversation REALISATION
- 26. We have 8,400 delivery partners
- 27. We’ve partnered with M&S and Sport Relief
- 28. 28 This Girl Can has been talked about on social media every day since launch on 12 Jan 2015
- 33. Six lessons learned (so far…)
- 34. 1. Plan, test, learn
- 35. 2. Real insight is your foundation 3. Understand who your role models really are 4. Language & tone of voice is crucial 5. Engage – create & curate conversations that charm
- 36. 6. Be bold, be brave
- 38. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
- 39. 14 July 2016 London #CCbehaviourchange Developing behaviour change campaigns Sponsored by