"This Girl Can" Campaign

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Not sure how many of you have heard of this (maybe because MFP is a largely US community), but in the UK, Sport England have set up the This Girl Can campaign, an initiative to get girls of all ages (but especially school aged girls) more involved in sports. Have a read here: https://www.sportengland.org/our-work/national-work/this-girl-can/

What are your thoughts? I think this is a brilliant initiative to motivate women to get exercising. For example at my uni most of the sports (football, rugby, even gym classes) are offering free fun sessions to women as a part of this campaign to get them into enjoying sports!