Making Changes for “Girls”


At Fit Communications, we are on a mission to make Canadians healthier. In addition, we are super passionate about getting and keeping girls in sport and fitness to not only make them fit and healthy but for all of the other amazing benefits that come along with sport. This includes building confidence and self-esteem and empowering them to know that they can do anything they set their minds to do.

We are happy to see that we are not alone in this passion. Many groups including CAAWS share this belief and are motivated to develop strong, confident women. Lately I have also discovered that there are some product companies jumping on board the “girl power” train.

A recent announcement was made by the Dairy Farmers of Canada that their dairy farmers across Canada are coming together to establish the Fueling Women Champions program and movement.  They discovered and wanted to do something about the fact that women’s sports are overshadowed by media coverage and funding of men’s sports.  They are “committed to helping women succeed and advance in sport, while encouraging a healthy and active lifestyle in which dairy products play a role.”  The program ( and #championher) goal is to help women’s sports become more watched, more appreciated and more financially stable. Fueling Women Champions is working with several of Canada’s top athletes, supporting them in their competitive efforts and also facilitating mentorship opportunities for them with young girls and women across the country.

Even cosmetic companies are starting to “get it”.  Let’s face it – most cosmetic companies want you to buy their products. They appeal to our desire to be not only beautiful but strong, smart etc. But some companies go beyond just saying “you’re worth it”. They put their money where their mouths are. They don’t just throw a supermodel in front of us and tell us that we can look the same as she does if we buy their products. In fact they don’t even mention products at all. For years now, Dove has been breaking down standard definitions and stereotypes of what it means to be beautiful and instead, promoting confidence and self-love. A fabulous example of this is the Dove video #MyBeautyMySay  of all different types of women telling their stories of how they were told they couldn’t or shouldn’t do something based on their looks. I love this!

Always, the feminine product, is promoting the “like a girl” campaign and wanting to change what it means to run, throw and fight like a girl. They know that when girls hit puberty, their confidence plummets and half quit sports. Always points out that sadly, somehow the phrase “like a girl” has become an insult. Always wants to change this and is actively taking steps to change our idea of what it’s like to do anything “like a girl”. The commercial/video “Let’s make #likeagirl mean amazing things”, which I ended up crying watching, is one of the ways they are showing us their important messaging.

Covergirl is another cosmetic company that wants to empower girls and women. They realize that too many times girls are told they can’t do certain things like be funny, own their own business or rock. But the Procter & Gambles cosmetic maker’s commercials focus on saying that “girls can.” Their ads feature different celebrities showing the way “girls can succeed, even after being told they “can’t.” This video shows “Ellen Degeneres saying that girls can be funny, Queen Latifah saying that girls can own their own business and P!nk saying that girls can rock.”

So as you can see, things are changing or at least trying to change.  Some companies are finally realizing that women don’t want to see unrealistic images of women to sell products. They want to see real women inspiring confidence and unlimited success in any area they choose.  I believe that most women today want change – for themselves and for our upcoming generation of young women. Hurray to those companies working hard to make the world better for our girls!

If you know of any companies that are doing great things to inspire, support and empower women, please let us know! The more companies we know of, the more we can support their movements and products.


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