Client: This Girl Can

This Girl Can

Key Information

Project Date: 2015 - Ongoing

Location: London, UK

The Project

Helping women across the country get more active with Sport England.

Challenge

This Girl Can’ was the biggest non-profit campaign of 2015, winning 45 awards and counting for its bold and invigorating approach to encouraging women to get more active. In November 2015, we were approached to support England Athletics in bringing this campaign to life on Social.

Objectives and Obstacles

  •  To build a supportive online community for women looking to get active
  • To increase the reach and impact of This Girl Can
  • To turn a marketing campaign into an always-on activation resulting in tangible behavioural change.

How We Helped

We developed a creative content and messaging strategy to bring This Girl Can to life on social media – focusing on the inspirational while fostering a sense of solidarity and empowerment. Taking ownership of the campaign channels, we’ve been responsible for daily community management as well as campaign content, twinning our organic activity with a specialised paid social strategy – and we’ve developed partnerships with key brands and social influencers to further the reach of the This Girl Can message.

Since November 2015 we’ve generated over 100,000 additional fans and followers across This Girl Can’s channels, and reached over 10 million UK women. The latest England Athletics nationwide survey showed that 95% of our audiences are still running at least once a week, and 28,000 women were directly inspired to start running by our social activation.