I love this -- except for one little thing. "Feeling like a fox"? Why did they toss that in there? Undercuts the message, big time.

OH. And the title. This GIRL can? When women of all ages are shown? Why women infantalize themselves with that crap has bugged me for forty years. And it is actually worse now that it was 40 years ago.

The rest of it? Lordy yes!!!!!!!!!!!!!

I had some similar questions. I agree that the campaign name may be problematic. I'm not excusing that aspect of it, but I'm wondering if Sport England's goal isn't partly to encourage younger girls to have a better body image, and also maybe to suggest that sexiness doesn't need to exclusively be about makeup and famous supermodels, etc., but can also be about perseverance, confidence, and being active...?

Maybe our UK folk can tell us about whether the connotations of the word "girl" are different.

All true.

But my beef is that why is "sexiness" any part of this AT ALL?

Why isn't it enought that this is about joy of movement? Hanging with your friends? The joy of sweat? Being alive in the body that you have?

"Sexy" has nothing to do with any of those concepts.

My proof? Drop that one "foxy" comment. Change the title. Nothing else needs to be done.

This is a GREAT video that has been subtly hamstrung.

Well, the title, that comment and the "Damn right I look hot" at 0:51.

I agree though, your version of the ad would be great

I'm from Australia and not from the UK and it could be quite different here, but since I first came across @bareboards2's comments on the subject I've been observing my (female) family members and peers quite closely and can report how they use the terms.

• Going out with women who aren't close friends, or doing serious or grown-up things, "women" (and call them girls in this context and insult them for exactly the reasons @bareboards2 says). For instance, "I'm going out with a group of women from the bowls club".
  
• Going out with close friends, "girls" (girls' night out, going out with the girls, etc.). Call them women in this context and expect them to be insulted, and to be told "we aren't old".
  
• Young women are always girls, at least until the end of high school.
  

I agree if it was changed how bare said and drop the hot comment. But that's not the point. This is just another fat PSA with that shit in there.

Moving this video to blahpook's personal queue. It failed to receive enough votes to get sifted up to the front page within 2 days.