This Girl Can, a multi-million pound marketing campaign aimed at getting more girls and women into sport, has launched today.

The high-profile £10m campaign aims to take down the psychological barriers that prevent women from exercising and playing sport by using images that contradict the stylised and idealised images of women – and combining them with slogans such as “sweating like a pig, feeling like a fox”.

Launching across TV and online, the campaign aims to be a celebration of active women across the country and is the first campaign of its kind which actively seeks to include girls and women of any size, ability or experience.

Led by Sport England and supported by a number of partners, the campaign comes after a survey revealed that 75 per cent of women would like to exercise more – but are put off by issues ranging from body confidence to motherhood.

The campaign has a dedicated website and will feature heavily across social media platforms such as Twitter, Instagram, Facebook and Youtube.

Each of the social media channels will offer tips on exercise, advice on how to get more active and stories aimed at inspiring women into sport.

Sport England CEO, Jennie Price, said: “What we’ve got to do is make more women feel more comfortable (about exercise and sport).

“A lot of this is about confidence and worrying about being judged and when you’re a teenager or in your early twenties you are much more worried about being judged and what people think of you than when you get that bit older.”