This Girl Can Campaign

In the This Girl Can campaign, the women featured in this are represented in a positive way. This advert was made for the purpose of encouraging more women to participate in sport and as we can see in the first 20 seconds of the advert, they aren't discriminating the sport that they want people to play. For example we see a women putting a mouth guard and she's wearing hand wrap and she's in a boxing ring. This type of mise en scene would suggest that she is about to participate in boxing and this help to empower women and get the message across that 'This Girl Can' as women aren't usually associated with the sport.
Throughout the campaign video we see the use of extreme close up shots a lot. This would have been done by the producers of the campaign to help intensify the message behind the campaign, accompanied by the diversity that we see in the advert we get the idea that this campaign is for all kinds of women who are looking to try and join in with sports. Also the use of these extreme close ups show us the facial expressions of these women, and they look like they are having fun but at the same time they look tired as they are getting stuck in with whatever activity they are doing in the particular scene that we see. Furthermore the use of Missy Elliot's music helps to support the message that this campaign isn't about how you look, but rather about participating and being with others.
The producers also use other little conventions like the messages to accompany the sport that sends a message to help and encourage others and break the stereotype.