Increasing the visibility of female success

Our consultation findings show that there is a need to focus on raising the profile of women’s sport within the media, and celebrate the success of our female athletes. We know that we can use the increased visibility of female success at national and international level to lever growth in community participation. Better use of media will also help eliminate the perceived justification of a ‘lack of knowledge or opportunity’ as a reason for not being more active.

We will create marketing and communication messages that resonate with our aspiration for females to be Active, Fit and Sporty. Our ambition is to impact on female participation by making the most of social and cultural shifts which show the attractiveness of being healthy, strong and athletic to women and girls.

Read the full strategy – Women & Girls: Active, Fit & Sporty