Last Friday saw the launch of Sport England's second This Girl Can advert.

While the first advert (which I blogged about 18 months ago) focused on positive body image and just being active, Sport England say the focus has shifted for the second wave of the campaign, to a message about mental well-being. It's okay for life to get in the way of exercise, they're saying. It's okay to need a break, and it's okay not to be brilliant at something if you just get out there and do it.

By using a Maya Angelou poem, "Phenomenal Woman", and including more older women in the film, the direction of the new campaign is very much on encouraging women of all ages to get involved in sport.

From within my personal social media bubble it seems to have got a good amount of traction, although given that I tend to follow sporty women that's to be expected.

The launch got a decent amount of coverage in the media too, but the key question will be whether this phase of the campaign works.

According to Sport England the first phase definitely did. They say 2.8 million more women are "more active" as a result of #ThisGirlCan, although it's slightly unclear as to how that stat was worked out. Participation in sport figures show that 200,000 more women do regular sport than before the campaign launched, a meaningful rise of 2.9 per cent.

So that's all good. We're getting more involved in sport at the grassroots.

But I'm still not seeing much development at the elite level or any sign that media coverage of women's elite sport - which ought to help inspire girls to get involved in something - has really increased. The women's Six Nations rugby championship is being screened on Sky, which is great if you have Sky, but not terrestrial television, and during the coverage of the men's Six Nations there hasn't been much mention of the parallel women's competition.

A quick scan of sports pages online reveals the usual lack of women: the BBC had a tiny picture of runner Laura Muir and a story about the England women's football team; women on The Sun's sports pages were "curvy beauties" photographed with Usain Bolt at a Trinidad carnival, singer Mariah Carey, and an appalling strip of 'Sports in Briefs' featuring women tangentally linked to sport in bikinis; The Guardian had the #ThisGirlCan video near the bottom of the page. It's just endlessly depressing.

So while I love the new #ThisGirlCan advert - the diversity in it, the explicit messages about fitness and being a strong woman - and really hope that the positive effect continues to grow, I still think that it's only half the story. Am I being hopelessly optimistic to expect that one day we'll have both grassroots participation and equal celebration of our amazing elite female athles