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(disability, Ethnicity, Age, Gender) - Coggle Diagram
disability
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There are 12.2 million disabled people in England, accounting for more than one in five (22 per cent) of the total population. This is an increase from 11.5million in 2019-20, and from 9.9 million since 2013-14.
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Ethnicity
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1) To raise awareness and understanding of the needs of Ethnically Diverse Communities within the sports and health sector, in order to change attitudes and increase participation in sport and physical activity.
2) To empower individuals and communities to play a part in this change, and achieve their full potential through playing sport and being active.
3) To advise and support policy-makers and delivery bodies to be inclusive of all under-represented groups, drawing on our experience with Ethnically Diverse Communities.
Our five outcomes are:
- Increasing Participation 2. Identifying and Showcasing Talent 3. Diversifying Sport Sector 4. Improving Health and Lifestyles 5. Building Cohesive Communities
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We exist to promote ethnic diversity across sport and physical activity, and we are the only organisation in the UK to do so. Originally set up in 1998 by Sport England, in partnership with the Commission for Racial Equality, we are now a fully independent body and a national partner of Sport England.
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Gender
The second stage of our campaign, Phenomenal Women, built directly on what we had learned during our first, trailblazing years to focus on the long-term – encouraging women who drop in and out of activity to develop regular habits, build confidence and increase their resilience.
The first step was to talk about the fear of judgement and help women realise they were not alone. To achieve this, we launched a nationwide campaign featuring real women – on TV, in cinemas, across social media, in print and on billboards – with the aim of motivating as many women as possible to share their experiences and empower them with the confidence to exercise on their own terms.
The campaign addressed the perception that ‘real women like me’ are rarely shown exercising in the media or on TV, as well as the practical challenges women face, such as not having enough time, feeling too tired, or the high costs of gym memberships.
Showing everyday women getting active – no filter, no airbrushing - the pioneering, taboo-busting ad went all out to feature breastfeeding, menopause and periods with the aim of reaching more women and girls in a relatable, unapologetic way.
In July 2020, This Girl Can collaborated with Sure to launch the Your World, Your Workout ad campaign, which ran on Sky, Channel 4 and ITV.
Edited to reflect the Covid-19 situation at the time, the ads went out with a clear message – being active now is more important than ever.
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