This Girl Can partners with Strava to help women get moving after lockdown
This Girl Can and Strava have announced the launch of their ‘Make Your Comeback’ campaign, which aims to build up women’s confidence and encourage them to get active again following the impact of the Covid-19 pandemic.
Based on the insight that one in three women are currently taking a break from exercise, the coalition (which was announced earlier this year) says it wants to help women find the joy in moving again after the impact of the pandemic and its lockdowns on women’s physical and mental health.
With almost half (43%) of women feeling held back from getting active due to fears of not being fit enough, the partnership creative aims to normalize the breaks we all take from physical activity and champion the return to a more active lifestyle.
To do so, This Girl Can is now inviting women to join its club on Strava. With Strava’s data showing that those who join a club upload an average of three times more activities than those who don’t, the This Girl Can Club provides a safe, supportive space for women to inspire and motivate each other to get back to the activities that make them feel good.
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As Kate Dale, This Girl Can campaign lead, said: “Women tell us – and the data backs this up – that they want to get active again, even if they’ve taken a break. The physical and mental health benefits of being active are profound, but millions of women are missing out on these for months or even years. 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. It’s not what you used to be able to do that matters – it’s what you can do right now.”
To launch the campaign, 23red led the creative development of three short films, each telling the comeback stories of one individual and demonstrating that no matter who you are, anyone can make a comeback to movement.
Commenting on the campaign, Emma Palmer-Taylor, business director at 23red, added: “As the recently-appointed partnership marketing agency for Sport England, it’s been exciting to kickstart our relationship working on the partnership between This Girl Can and Strava. 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 where they are today.”