Jennie Price is the CEO of Sport England, the organisation behind the £10 million pound campaign ‘This Girl Can’ which aims to encourage more women to take up sport.

The ads, which feature women looking sweaty, dishevelled, and happy, with tag lines such as: “Sweating like a pig, feeling like a fox”, are an answer to research which showed 75% of women aged 14-40 wanted to take part in sport, but were concerned about how they would be perceived.

Price explained: “We looked carefully at what women were saying about why they felt sport and exercise was not for them…one of the strongest themes was a fear of judgement…it is that fear of not being ‘good enough’ in some way, and the fear that you are the only one who feels like that, that we want to address.”

All the ads feature real women, and Price explained: “No actresses, no models, no airbrushing; that’s been the rule.”

You can read more about ‘This Girl Can’, and see some of the new role models of women’s sport, here.