3.4
“This girl can” Case Study
See appendix 3 for more details of
the case study. Most remarkably “As a
result of the campaign, 1.6m women
have started exercising” (Kemp,2016).
The campaign inspired women to get
exercising and off the sofa to make a
positive change to their lifestyle.
This is an example of femvertising
because it shows females in a positive
light, with realistic body images. This
kind of marketing has been incredibly
successful as a call to action campaign,
literally getting women off the sofa
and to the gym or out playing football.
But this campaign was not selling a
product or a service directly and that
is how it differs from other marketing
material. “This Girl can” does not make
a woman feel like the need to buy that
deodorant, hoover, lipstick or sauce-
pan. Other marketing material such as
the slogan t-shirt campaign empowers
a certain few females and entice them
to buy the t-shirt, but not everyone re-
ceives the benefits from these t-shirts.
Katy Sadler comments on the current
state of marketing and feminism, “I
can’t see that much has changed and
advertising still feels exploitative and
playing catch up” (Sadler, 2017). See
appendix 4 for full interview. This con-
cludes that although femvertising and
the “this girl can” campaign can be suc-
cessful and interact with women and
show solidarity. More often than not
adverts and marketing are still behind
the times with selling and marketing
to women. Women need to be adver-
tised to equally as men.