# data[].attributes.body
Connections and links with local universities e.g. MMU and MU for example who are conducting research projects around topic areas e.g. Menstruation and impact on participation in sport and PA, Menopause and PA

# data[].attributes.attachment_link.readable_text
Strategic lead for campaigns, Sport England

We've always described fear of judgement as the golden thread that runs throughout This Girl Can - connecting all our work and focusing it on helping women tackle the real or perceived judgements by others (or of themselves), telling them they shouldn't or couldn't be active.

In January, it was more about a piece of string.

This Girl Can is now five years old and we celebrated our birthday with a new ad campaign - Me Again. It brought back some of the iconic women and images from the last five years and introduced new women who are getting on their own terms and for their own reasons.

As always, we showed the undoctored reality of women getting active - red faces, jiggling bodies and sweat - but this time we added in the unfiltered reality of women's lives too. Whether we're going to work out at the gym, the court or just our living room - we've all had to deal with stuff along the way - short and long-term distractions, hurdles and reasons to put it all off for another day.

Sports marketing and fitness content typically doesn't show this - and we knew that if we were to encourage even more women to get active, we had to do better.

So, along with the joy, attitude and kick-ass soundtrack (thank you Little Simz) followers of This Girl Can have come to expect, we're telling deeper, more complex stories. Glynnis, for example, is rediscovering her childhood love of swimming and building up her confidence in the pool. While Farrah has found acceptance and belonging in the climbing community, something that, as a trans woman, has been vital for her mental health.

And it's the everyday stuff too - motherhood, menopause and most memorably, menstruation.

Which brings us back to the piece of string.

Periods are normal

It's ridiculous that in 2020 the practicalities and embarrassment of something that half the world's population goes through every month for most of their lives is still a huge taboo. Periods are normal and natural, and exercise can help alleviates the cramps and mood swings involved. Yet research shows that many women still avoid getting active during their period due to a sense of shame.

This taboo also contributes to society's collective judgement of women - that we must behave and look a certain way.

Showing a tampon string so matter-of-factly towards the end the ad is our response to this. Hannah - who uses yoga to alleviate bad period cramps - is getting on with her life without worrying about what other people think. Periods don't have to stop play and it doesn't have to be embarrassing if other people know you're on.

We knew it would get people talking and we wanted it to. It's conversations that lead to change, not ads on their own. I don't think we were prepared for how much there was. Delightfully, most of it has been overwhelmingly positive and a recognition that we were just showing the truth of women's lives. The handful of complaints that were submitted to (and rejected by) the Advertising Standards Association, underline why felt we needed to include it. Judgement clearly still exists.

This Girl Can is however about more than string. We're working hard with our partners and supporters to normalise activity for all women of all backgrounds, abilities, shapes and sizes.

We've got lots planned this year and we'd love more organisations and individuals to get involved. If you haven't already signed up as a supporter you can do so here and check out our latest insights, images and other materials. Don't forget to tell us what you're doing and keep using the #ThisGirlCan hashtag.

# data[].attributes.attachment_link.title
This Girl Can - why periods don't have to stop play | Sport England

# data[].attributes.attachment_link.description
Strategic lead for campaigns, Sport England We've always described fear of judgement as the golden thread that runs throughout This Girl Can - connecting all our work and focusing it on helping women tackle the real or perceived judgements by others (or of themselves), telling them they shouldn't or couldn't be active.

# data[].attributes.body
1-7 May. The theme for this year's Maternal Mental Health Week is "Together in a Changing World"- connecting communities, virtual & real-life support, & focusing on working together. It's being led by the Perinatal Mental Health Partnership. #MMHAW23

# data[].attributes.body
Women and girls are a priority group within all of the levelling up investment, so all the facilities have this as a key audience to connect with. Also lot of research on W&G in regards to attitudes towards places and spaces to be active.

# data[].attributes.body
Better Conversations about activity and movement with people with long term conditions.  Could tweak the content slightly?

# data[].attributes.headline
Advise when pregnant - no clear guidelines of whats 'safe' or of benefit   

# data[].attributes.subject
Advise when pregnant - no clear guidelines of whats 'safe' or of benefit   

# data[].attributes.headline
Enjoy Your Pregnancy, Enjoy Your Baby online courses - www.gmlifeskills.com 

# data[].attributes.subject
Enjoy Your Pregnancy, Enjoy Your Baby online courses - www.gmlifeskills.com 

# data[].attributes.headline
Any specific PA research/initiatives around fertility and miscarriage?  

# data[].attributes.subject
Any specific PA research/initiatives around fertility and miscarriage?  

# data[].attributes.headline
Need to consider how this impacts female workforce e.g. women with young families. Volunteering across the lifecourse, churn of volunteers as children go in and out of activities

# data[].attributes.subject
Need to consider how this impacts female workforce e.g. women with young families. Volunteering across the lifecourse, churn of volunteers as children go in and out of activities

# data[].attributes.headline
We have a menopause policy - just been reviewed and updated

# data[].attributes.subject
We have a menopause policy - just been reviewed and updated

# data[].attributes.headline
Local Maternity and Neonatal System  2023-2024 Programme Plan

# data[].attributes.subject
Local Maternity and Neonatal System  2023-2024 Programme Plan

# data[].attributes.headline
Link with volunteers? Grassroot team sports?

# data[].attributes.subject
Link with volunteers? Grassroot team sports?

# data[].attributes.body
Change in Kit colour in football and rugby to support the comfortability of athletes during cycle. Increased awareness of mensturation narrative

# data[].attributes.headline
Lack of research/evidence - can we share/shine light on it 

# data[].attributes.subject
Lack of research/evidence - can we share/shine light on it 

# data[].attributes.headline
Conversations with faith leaders around women's reproductive health across different faiths and cultures, both positive and negative responses / rituals

# data[].attributes.subject
Conversations with faith leaders around women's reproductive health across different faiths and cultures, both positive and negative responses / rituals

# data[].attributes.headline
Together fund project based on how pa/health can help during the menopause

# data[].attributes.subject
Together fund project based on how pa/health can help during the menopause

# data[].attributes.headline
When go to the doctor re menopause - never any mention of physical activity 

# data[].attributes.subject
When go to the doctor re menopause - never any mention of physical activity 

# data[].attributes.headline
Lauren Whaley - Working with We are furtures on the campaign for girls 11- 15  (have worked with always and tampax)

# data[].attributes.subject
Lauren Whaley - Working with We are furtures on the campaign for girls 11- 15  (have worked with always and tampax)

# data[].attributes.headline
Conversation becoming more normalised - e.g. women's football kits removing white shorts 

# data[].attributes.subject
Conversation becoming more normalised - e.g. women's football kits removing white shorts 

# data[].attributes.headline
Last 1.5 years - more visible conversation taking place, more opportunities to connect. No-one to everyone talking about it (menopause, active pregnancy)

# data[].attributes.subject
Last 1.5 years - more visible conversation taking place, more opportunities to connect. No-one to everyone talking about it (menopause, active pregnancy)

# data[].attributes.headline
Active Partnership Maternity network meeting

# data[].attributes.subject
Active Partnership Maternity network meeting

# data[].attributes.headline
Maternity and population health joint working

# data[].attributes.subject
Maternity and population health joint working

# data[].attributes.headline
Connect to GM4Women active lives group and GMCA women and girls Board programme.

# data[].attributes.subject
Connect to GM4Women active lives group and GMCA women and girls Board programme.

# data[].attributes.headline
menopause walks - Festival and beyond (The Menopause Coach, Let's Walk & Talk Wigan) - I can ask GM Walk leads) for list/audit.  Ideal for support, research, cultural differences.

# data[].attributes.subject
menopause walks - Festival and beyond (The Menopause Coach, Let's Walk & Talk Wigan) - I can ask GM Walk leads) for list/audit.  Ideal for support, research, cultural differences.