Ad drive seeks to combat 'fear of judgment' that stops women taking part in sport

Sport England is kicking off a campaign to encourage women to get active. The series of video ads will be shown on TV. The company was created by FCB Inferno.

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diamondjimbo

All OK, except the need and intent of including the confrontational line "I kick balls/deal with it". Given the obvious meaning and context of the word, the whole tone shifts from self-empowerment to another unnecessary, boring salvo in the boring, endless war of the sexes.

What does that have to do with anything? Who is meant to "deal with it"?

campaignlive.co.uk

Editor

This Girl Can is here to inspire women to
wiggle, jiggle, move and prove that judgement
is a barrier that can be overcome.

thisgirlcan.co.uk

Editor

Women are less likely than men to become active because of body image and competency fears, according to Sport England research.

bbc.com