A Sheffield charity has launched a new campaign in a bid to get more women and girls active and playing sport.
Sheffield City Trust, which runs sports venues including Ponds Forge International Sports Centre and Hillsborough Leisure Centre, is introducing This Girl Can to increase the number of females who exercise.
The campaign, which focuses on taking away the fear of judgement when exercising, has been developed by Sport England and is being delivered locally by SCT across its facilities in Sheffield.
The latest Sport England active people survey shows the number of females in Yorkshire playing sport once a week dropped to 701,400 in 2013-14 – a fall of more than 10,000 compared to the previous year.
Steve Brailey, SCT chief executive, said: “We’re proud to be delivering this groundbreaking new campaign aimed at getting more women and girls active and playing sport.
“Women know they should be exercising, and most want to, but the figures show that many aren’t. And we know it’s the fear of judgement that’s getting in the way.
“That’s where This Girl Can comes in. Through this campaign, we want to send out a clear message to women that it doesn’t matter what shape, size or level of ability you are.
“The most important thing is giving them the confidence and opportunity to get involved in sport and fitness.”
The campaign research highlighted three key barriers to sport – emotional reasons, capability and opportunity.
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