Haunting New PSA Reminds Us Why Girls’ Athletics Matter [VIDEO]
3:00 pm, June 28th | by Amy Tennery
A chilling new public service ad from the Women’s Sports Foundation paints a bleak picture for the future of girls and sports — and slams an image-obsessed culture that propels many young gals out of athletics.
The spot begins with your typical tween soccer game. One (seemingly middle-school-aged) female player is about to take a shot at the goal when a voice comes on over the loudspeaker and asks her whether it’s “time for a makeover” and whether her “abs are bikini-ready.” The taunting monologue — all of which seems ripped straight from stock tabloid magazine beauty ads — continues until she and her teammates abandon the field, all clad like extras from the latest episode of The Jersey Shore. It’s pretty depressing.
Is the ad perfect? No, of course not. (Is any ad really “perfect,” after all?) The notion that you’re either an athlete or an automaton, “girly” or “sporty” — with no in between and no middle ground — is more than a little ridiculous. While we’re at it, let’s also remind ourselves that disliking competitive sports doesn’t make someone a “bad feminist.”
But the ad, part of the Women’s Sports Foundation’s new “Keep Her In The Game” campaign, is powerful and it packs a punch. And on the occasion of Title IX’s 40th anniversary, and with the summer Olympics nearly upon us, it’s timelier than ever.
Watch it for yourself here: