Appendix 3
This Girl Can Case Study
This campaign was created to address the problem founded by Sports England that “Two million fewer
14- to 40-year-old women take part in sport when compared with men” (Kemp, 2016) . They set out to
tackle the biggest problem most women faced when attempting to exercise, and that was “fear of judge-
ment” (Kemp, 2016) .
The advert hit the TV on 12th January 2015 on ITV. The advert used real life women to show them work-
ing hard and playing hard. The women were participating in a vast amount of sports, sweating galore.
But the most important aspect of the advert was the fact these women accepted their bodies and how
they looked and had fun whilst playing sports. Jiggling and laughing all the way.
Appendix 4
Feminism & Fashion, November 2017
Responses from Feminists Work For Change members:
Bethan Mobey (BM)
Katy Sadler (KS)
1. What does feminism mean to you?
BM: Feminism means acknowledging and fighting the role that patriarchy and in turn capitalism has to
play in systematic oppression of minorities of many different groups.
KS: Feminism for me is the belief that women – cis women and gender non-conforming people - are hu-
man beings and are equal to and matter as much as men, and it is about working to make this an every-
day reality.
2. Has technology advanced feminism?
BM: It has been fantastic in connecting groups, but there is a risk that we don’t reach outside our net-
works of people who agree with us. And there is a risk of censorship - this is increasingly happening with
Facebook, who in my opinion will delete reported posts due to political interests. We still need to have
radical conversations face to face.
KS: In the same way as technology has advanced many things - and you have to be part of it or you’ll get
left behind - technology has enabled women to group together and to find a collective voice more quick-
ly, easily and effectively. Social media, despite its down sides, much of which women find themselves the
victims of (misogynistic abuse on social media is a big issue), also provides a platform for feminist voices
and solidarity. Change happens in small ways, and I think online - together with other ways of organising
and collectively working together to bring about change (protests, lobbying, working groups etc.) - there
is a valid space provided by technology that is being used by feminists.
3. In recent years, we have seen a feminist slogan tee trend from high street brands, especially. In your
opinion is this a positive or negative movement for feminism and why?
BM: It is good in the sense that it shows solidarity. If it’s ethically made and the profits go to ethical com-
panies, and preferably the makers, all the better. But there’s a risk that assuming an identity through fash-
ion lets the wearers ‘off’. It’s a ready made comment, not a conversation, and it’s easy to feel you’re play-
ing your part rather than actually doing anything. And so often radical movements become consumed