Cast your minds back a moment, to the ancient days of 2014 and 2015. If you’re living in England you will probably remember the TV adverts, the billboards, the posters on the sides of bus shelters, boldly proclaiming that THIS GIRL CAN.
The campaign was the work of Sport England, a quango funded through the Department of Culture Media and Sport with money from the treasury and the National Lottery. It didn’t come cheap, at £10 million or thereabouts, but by all accounts it was highly successful.
This Girl Can had its critics, of course. Some commentators argued that using the word ‘girl’ was demeaning and suggested that the campaign was overly sexualised and objectified its participants. The complaints, however, were about the delivery, not the intent. The statistics are clear and concerning – far too few women are engaged in sport and fitness activities and everyone agrees that something should be done.
Compare this campaign to the one which ran around the same time, imploring us to READ LIKE A MAN. This campaign, targeted at teenage boys and young adult men, was motivated by concerns about the plummeting literacy attainment among our boys. The campaign championed the benefits of reading for pleasure, showing boys being taken off on wild adventures beyond the stars, discovering new wonders of the world and losing themselves in diverse fiction and non-fiction more vibrant than any videogame. [Read more…]