Chloe Kelly’s rise from kickabouts in Ealing to Arsenal and England stardom is being used to spotlight a widening gender gap in outdoor play, as part of a new campaign from Unilever’s Dirt Is Good brand.
Kelly, who grew up in Hanwell and went to Elthorne Park High School, is at the centre of an “It Starts Outside” an advertising push that features never-before-seen childhood photos of Arsenal Women players including Beth Mead, Alessia Russo and Lotte Wubben-Moy. The campaign follows Kelly being shortlisted for this year’s Sports Personality of the Year award, alongside the England women’s team nomination in the Team of the Year category.
The initiative draws on figures from Sport England’s Active Lives 2024-25 survey, which found girls in England are 22% less likely than boys to be active outdoors outside school, rising to 26% in London.
Kate Dale, director of Sport England’s This Girl Can campaign, said: “Our research proves that the gender activity gap begins at a young age and persists into adulthood, depriving many girls and women of the joy, connection, and incredible health benefits of an active life.”
Billboards will appear outside the Emirates Stadium and at MediaCity in Salford, alongside investment in community programmes aimed at helping girls access space and confidence to play outdoors.
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