This Free Image Library of Real Women Exercising Tackles Harmful Stereotypes

The campaign aims to change how women are represented in sports and exercise marketing

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LONDON—Yoga pants are great, especially nowadays when we’re all stuck at home and can secretly wear what we like underneath our desks.

But stock images of women wearing them often are not great.

Picture a slim, toned and smiling woman with a full face of makeup striking a yoga pose, boasting an uncanny ability to coolly multitask parenthood, boardroom duties and clean eating.

Women’s misconceptions are reinforced by the imagery they view in media, advertising and online

Kate Dale, campaign lead for “This Girl Can” at Sport England

While there are (few) women like that who exist, for many others, it can be jarring to see marketing campaigns and news articles reinforce unrealistic standards about a woman’s appearance.




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