Sport England has launched the This Girl Can campaign to increase the number of women actively participating in regular sport or physical recreation with the aim of knocking down the barriers that may stand in the way of those who have fears about actively exercising.
The campaign will include prime time TV advertising as well as being displayed on billboards, in shopping centres and at cinemas to help push the message that women of all shapes and sizes can exercise regularly regardless of their knowledge or ability.
The campaign will use messages that will certainly grab attention with lines such as “Sweating like a pig, feeling like a fox” and “I kick balls, deal with it” set to be included, with an aim to show what real women look like during training rather than what is seen in mainstream media.
According to a Sport England study, two million fewer women than men play sport regularly from 14 to 40 years old, but 75 per cent admit that they want to be more active. More alarmingly, a large proportion of women said they were put off by a fear of what they looked like during exercise, their level of ability or allocating their spare time.
22-year-old Grace Monksfield Hamming, from London, is one of the girls fronting the campaign, and she combines her full-time theatre arts degree with cycling across the capital.
“I have always been active, and now I incorporate exercise into my everyday life by cycling all over London whether that's to get to work, to go out in the evening, or wherever,” she said as quoted in the Daily Mail.
“I'm not an athlete, and I wouldn't describe myself as super fit - nor am I fast on my bike.
The healthy eating trends of 2015
The healthy eating trends of 2015
1/10 Acai bowls are the new green juice
Who ever thought we’d have been ok with adding spinach to our smoothies? Yet even virtuous green juices started to get something of a bad rep, as the ‘juice fast’ backlash grew and it turned out that some shop-bought juices contained as much sugar as a can of fizzy drink. Bring on Acai bowls, the new darlings of Instagram. Like a gloopier smoothie, these are made with antioxidant-rich acai berries (they are hard to come by - search for powdered or dried berries or frozen puree), which are said to aid weight loss. Blend with frozen bananas, berries and a little nut milk and top with whatever you like - seeds, nuts, cacao nibs, goji berries. A picture-perfect purple powerhouse for breakfast.
Ella Grace Denton, www.weneedtolivemore.com
2/10 Bone broth is the new Miso soup
Remember back in the day when the word ‘broth’ would conjure up visions of Dickensian orphanages? Then miso came along, Gwyneth embraced it, and we all followed suit, lauding how filling and protein rich with little wonder broth was. We’ve come full circle now, as bone broth is back on the radar. The glowing-with-health Hemsley sisters seem to use bone broth in most of their recipes, and rave about its nutritional benefits. “Bone broth is a nourishing all rounder packed with vitamins, minerals, collagen and keratin which makes it amazing for skin – including the dreaded cellulite! The healthy fats in the broth help you to assimilate important vitamins including Vit D.” There you go, something to stew over...
Food Loves Writing, Flickr
3/10 Bee pollen is the new Manuka honey
Every health hipster has a jar of manuka honey on their shelves - if they can afford it that is, a jar can cost about £15. But many claim it is worth its weight in gold, due to its unique antibacterial properties. Traditionally it was used on wounds, but many also claim that it performs miracles combatting cholesterol, diabetes, cancer and digestive problems (although the science is limited). Now bee pollen is the latest ‘superfood’ out there - thought to ward off colds, limit food cravings, improve skin tone, ward off allergies like hay fever (although some caution that it may exacerbate them) and, of course, fight cancer. Again, the science behind these claims is dubious - but it certainly adds a nice sweetness to your morning porridge.
4/10 Kelp is the new kale
Last year saw the emergence of an unassuming green leaf that was previously barely used beyond cattle feed. Now, we have kale chips in Pret, kale juices, ‘massaged’ kale salads - it’s even on the menu in fine dining restaurants. Yawn. Introducing kelp. This seaweed is high in iodine, which is said to improve thyroid function and control metabolism. It is also thought to have anti-aging properties for skin and hair. Try it in salads or add to asian-style soups.
5/10 Matcha is the new green tea
Yes, yes, yes, green tea, weightloss, yadda yadda yadda, boosts metabolism, etc etc. For 2015, though, it’s not about just any old green tea - this is matcha green tea. Made from finely milled high-grade matcha leaves, which are grown in the shade, matcha boasts 130 times more anti-oxidants than your bog standard green tea and is supposed to boost energy levels, lower stress, improve your mood and aid metabolism. It can be consumed as a regular tea, added to steamed milk for a matcha latte or even used to add a pleasant green shade and flavour to ice-cream.
6/10 Whole 30 is the new Paleo diet
Thought you were a culinary champ with your caveman-style eating plan? Well, think again, paleo is for wimps! Ok, not quite, but while people on the paleo plan cut out grains, legumes, sugar and processed foods, there is an increasing trend to paleo-fy your treats, with almond-flour pancakes, banana bread and a lot of brownies. The Whole 30 plan is a purer, stricter version of Paleo and really takes you back to basics when it comes to eating natural foods. The 30-day plan bans scales as well as sugar and alcohol, so that you can concentrate on nourishment rather than weight.
7/10 Fermenting is the new sprouting
Just when we thought we were ahead of the game by starting to sprout our own seeds and with sprouted flours creeping on to the market, the health set had to kick it up a notch. Now it’s all about making your own kombucha (fermented tea), sauerkraut or kimchi (both kinds of pickled cabbage). Fermented foods are said to aid digestion thanks to the creation of enzymes and probiotics in the process. Plus they tend to be high in B-vitamins and Omega-3 fatty acids. Think of it as the new jam-making, and break out those mason jars.
8/10 Banana flour is the new coconut flour
Coconut flour was one of the coolest baking ingredients of the year, beloved by Paleo fans. Its highly absorbent qualities mean you only need a tiny bit for baking, keeping your creations low carb but resulting in the odd dry-crumbly-mess baking fail. Banana flour is the next flour to experiment with. Made from green bananas (and no, not banana-flavoured), it is gluten free and light in texture, so ideal for baking. High in resistant starch, which is effective against colon cancer, obesity, and diabetes, it is already being lauded for its nutritional benefits in Africa and South America, and will surely start to become much more visible on health-food shop shelves in the near future.
9/10 Bulletproof coffee is the new soy latte
Nowadays it is possible to walk into almost any cafe and order a soy latte without being eyeballed as a lunatic by the person behind the counter. But would you have the guts to request a stick of butter in your morning brew? Well, some coffee shops are offering exactly that. Bulletproof coffee is a paleo-friendly invention which involves a black coffee with a dollop of coconut oil or butter. Bleurgh. But advocates say it gives you more slow-release energy, sharpens your brain and helps you to focus - and even that it is delicious. Now the theory has been expanded into a whole ‘Bulletproof’ diet plan, rich in fat. Who wants to bet on when Starbucks will give it a shot?
10/10 Tiger nuts are the new almonds
2014 was a good year for almonds. Gym-goers and raw foodists alike carried around a stash for healthy, protein-rich snacking, almond-milk lattes were quaffed, and almond flour featured in so many paleo and gluten-free treats. Now tiger nuts, or ‘earth almonds’ (yes, really), are about to vie for snacking superiority. Tiger nuts are not nuts, but the tubers of the sedge plant. Originally a key food source for Paleolithic Indians, they have until recently been used as animal feed or a side dish in South America, Africa and the Middle East, or in Hispanic companies made into a sweet, milky drink called horchata. But now the hipsters have got their hands on it, drying, roasting and flavouring with the likes of sweet chilli for an on-the-go snack. High in healthy fats, protein and natural sugar, it is rich in energy content, and thought to help prevent heart disease and improve circulation.
“When I first started cycling I didn't want to be taken seriously as I'm not an athlete, far from it, so I put flowers on my bike.
“I get energy from cycling and it makes me feel free and confident.
“I think that comes from exercise generally, not just cycling, and because it's just part of my life, I don't even think of it as exercise any more.”
Sport England CEO Jennie Price explained that the results from the research showed an alarming disparity between men and women who were actively exercising on a regular basis.
Price said: “The figures on participation are crystal clear. There is a significant gender gap, with two million more men than women exercising or playing sport regularly.
“I believe we can tackle this gap, because our research shows that 75 per cent of women would like to do more.
“Before we began this campaign, we looked very carefully at what women were saying about why they felt sport and exercise was not for them. Some of the issues, like time and cost, were familiar, but one of the strongest themes was a fear of judgment.
“Worries about being judged for being the wrong size, not fit enough and not skilled enough came up time and again. Every single woman I have talked to about this campaign - and that is now hundreds - has identified with this, and it is that fear of not being 'good enough' in some way, and the fear that you are the only one who feels like that, that we want to address.
“In This Girl Can we want to tell the real story of women who exercise and play sport. They come in all shapes and sizes and all levels of ability. They have a myriad of reasons for doing what they do.
“If you are wondering if you should join them - or carry on - 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.”