This Girl Can, a promotional arm of Sport England that aims to encourage greater sports participation in women, has teamed up with fitness tech firm Strava in a bid to encourage women to become active again post-lockdown.
With a campaign created by London-based marketing agency 23red, the collaboration will aim to take action to counter alarming statistics which suggest that 1 in 3 British women no longer regularly exercises.
Spearheading the launch of Sport England’s ‘This Girl Can Club’, is the release of three one-minute spots telling the individual stories of women coming back to sporting activity after overcoming personal and physical difficulties. The short films aim to inspire and show women that they can come back to sport no matter how large a setback they have suffered.
To foster a greater sense of sporting community among women, Strava will be hosting ‘This Girl Can Club’ on its app based on data indicating that women who join sports groups will be more likely to maintain a healthy exercise regime.
Partnership-related content will also be pushed out across paid and non-paid social, email communications and via Strava touchpoints, including ‘This Girl Can Club’. Equally, 23red has developed a how-to guide and resource toolkit which will be sent out via This Girl Can’s delivery partners throughout the UK.
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“Women tell us – and the data backs this up – that they want to get active again, even if they’ve taken a break,” This Girl Can campaign lead, Kate Dale said.
“This Girl Can Club on Strava will provide a supportive and judgment-free space to build women’s confidence to take that first step and start again.
“We want to help women make the first move and celebrate their comeback, regardless of their fitness levels or how long it’s been.”
23red business director, Emma Palmer-Taylor added: “We wanted our campaign to provide a pathway back to regular activity in a joyful way.
“That was at the forefront of our mind when developing the creative concept for ‘Make Your Comeback’ – creating a sense of empowerment and community as women get moving again following a break exacerbated by the pandemic.
“The creative focuses on powerful, real-life stories, revealing the experiences of three individuals in their own words as they share the highs and lows that brought them to.”
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