This Girl Can photography: Adam Hinton's sweaty shots continue the viral campaign's positive message

These print ads join the TV ad that went viral last week as part of Sport England's This Girl Can campaign.

The This Girl Can TV ad has won a huge amount of well-deserved acclaim for its body-positive approach to promoting exericise to women. The spot is part of a wider campaign by FCB Inferno is based on the concept that women don't need to have bodies like athletes or be skilled at sport to reap the benefits of regular exercise. Participation is empowering in its own right.

Alonside the spot, a static campaign has also been created featuring the photography of Adam Hinton. They show women with normal body shapes getting something very positive from exercise. Adam has captured not only the confidence of the women, but also the dynamic motion of exercise that's tricky to convey in a static shot.

"Before we began this campaign, we looked very carefully at what women were saying about why they felt sport and exercise was not for them," says Sport England's CEO, Jennie Price. "Some of the issues, like time and cost, were familiar, but one of the strongest themes was a fear of judgement.

"Worries about being judged for being the wrong size, not fit enough and not skilled enough came up time and again. Every single woman I have talked to about this campaign – and that is now hundreds – has identified with this, and 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."

The photos are accompanied by large type in an elegant serif face. Most sports advertising for both men and women uses ultra-bold sans typefaces, and I'm assuming this is designed to draw in viewers who might be put off by a traditional 'sports' look.

Adam has previously worked with brands including Adidas, Persil, the Children's Society and Diabetes UK.

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Adam is represented by Wyatt Clarke & Jones.