This Girl Can(‘t)? Campaign simply reworks ‘sex sells’ approach

Sport England is to partner with VicHealth for a social marketing campaign to encourage women to participate in sport based on its This Girl Can campaign. However, beyond the campaign’s initial “feel-good” nature, this news may not be as totally positive as it seems.In its attempt to motivate and empower women, the campaign material may unintentionally work with entrenched norms of sexualising women to perpetuate their self-objectification. This is likely not only to be detrimental to their mental and physical health, but also to further their commodification in society.

Source: This Girl Can(‘t)? Campaign simply reworks ‘sex sells’ approach

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