Women still not visible in sports advertising

The study analysed images ­visible on Google Maps, with more than 4,000 images found from nine regions across England. Of the 8,559 women who were pictured, 117 were black or South Asian, 14 were visibly disabled and five were visibly pregnant. Many regions of the country had no under-represented groups visible at all. In London, for example, there was not a single image of a visibly ­disabled woman playing sport.

“We all look for visual clues to say that what we are doing is right,” says Kate Dale, director of marketing at Sport England. “If you are from an under-represented group, then you look for even more reassurance.

“If you don’t even see it, then it doesn’t even enter your consciousness as a possible option for you. Then you are missing out on all the social, physical and mental benefits that physical activity can bring.”

This Girl Can’s latest campaign aims to change that by bringing 13 women from different backgrounds together to tell their own sporting stories. “We Like The Way You Move” features women playing wheelchair rugby and walking football.

“The aim of every This Girl Can campaign is to get to the point where it doesn’t need to exist,” says Dale. “There should be no gender gap in male and female participation, and everyone should feel able to get active in a way that works for them.

“Whether it’s leisure centres, running clubs, community groups or health organisations, if they are not thinking more broadly about how they can support women who are further away from being active, then it doesn’t matter how much confidence or motivation we give women.

“Successes for both supply and demand is understanding what women need to be active.”

This Girl Can wants to emphasise how small changes can make a big difference in encouraging women to participate, such as women-only swimming with lowered blinds.

“Representation is part of it but it also comes from making sure that your needs are met,” says Dale. “If you’re not someone who is already active, then all kinds of clues tell you if you’re welcome and wanted there.”

Photograph courtesy This Girl Can/Facebook