The fear of being judged is a major barrier to women taking part in sport.
A jam project

Sport England.

Sector: Health

Our brief: How can we encourage people to stick with their sport?

What we did: England’s research and then ran a series of collaborative Jam workshops to Explore insights, Extract great ideas and Exploit them as propositions for further development and investment. These workshops were across all the major sports and aimed to get these normally competitive people collaborating on solutions to the common problem of driving participation.

What happened: Many new products and services were designed, from apps to encourage teenagers to stay with their clubs to making better use of existing sports facilities in the daytime for corporate use.

One unexpected outcome was from the Explore workshop in which we discovered that the fear of being judged is a major barrier to women taking part in sport and exercise. This led to the successful Sport England leading to the ‘This Girl Can’ advertising campaign featuring real women doing and enjoying sport.