This Girl Can: Belonging Starts with Inclusion 

Watch our new TV ad for This Girl Can! 

We’re proud to introduce the latest chapter of Sport England’s This Girl Can campaign, our first TV ad from the TGC Collective with our fearless partners House of Oddities, MMC and the Outsiders. 

This new phase, under the banner ‘Belonging Starts with Inclusion’, focuses on celebrating women from underrepresented backgrounds. We streetcast real women to challenge stereotypes and make physical activity accessible and welcoming for everyone. The ad is set to a fresh rework of the iconic BodyRockers track “I Like The Way,” now “We Like The Way You Move.”  

Being part of this campaign means everything to us at 23red, we’re honoured to help push the conversation forward and create meaningful change in how women across the country experience fitness and movement. We’re committed to making sure every woman feels she truly belongs in the world of physical activity. 

Open University: Mumentum

Nearly two-thirds of mums want to retrain for a new career but face significant barriers such as childcare costs, parent guilt, and inflexible study options.   

We created the ‘Mumentum’ campaign: an initiative that positioned The Open University as a leading voice rallying for wider societal change. Through an evidence review of the barriers faced by returning Mums shared at a panel event in Westminster attended by Joely Brearly and Justine Roberts, and new toolkits for both employers and parents, and a lot of noise via PR, social media and influencer channels, we helped the OU actively demonstrate that in a world where Mums are often held back, the OU backs them to go further.   

The campaign activity gained support from the Minister of State at the Department for Work and Pensions, brokering a partnership between the OU and DWP to roll out our Mumentum training to all job centres across the UK, which she described as a “match made in heaven.” 

Impact:

• 5,700 toolkit views, providing valuable guidance that can drive real change 

• 30k web visits  

• 650 Job centres involved, with 300 coaches trained live. Potential reach of 400k jobseekers in England and 8k in NI  

• 26% awareness of the OU supporting mothers, amongst mums in Q2.

Health Equals: Air Quality

Almost 87% of schools in the UK are in unsafe air zones, exposing over 12 million children to polluted air that can seriously harm their health. Yet too often, the wider impact of air quality on health inequality is overlooked. 

We created the Health Equals Air Quality campaign: an integrated initiative that combined a a national paid campaign and a PR-led spike. Alongside social and online media activity that reflected underrepresented audiences to drive the client’s message around inequality, we used data-driven storytelling, lived experience voices, and credible talent to cut through a crowded media agenda. Our aim was to target and motivate a politically active audience to help impact systemic change at government level.

By commissioning an infographic mapping schools in unsafe air zones, securing interviews with trusted figures including Paula Radcliffe and Nicola Adams, and deploying regionalised statistics to highlight local realities, we turned an overlooked issue into a compelling national conversation.

The campaign was deliberately timed after Clean Air Day to ensure clear space for Health Equals’ voice. Through powerful coverage in national, regional, and specialist press, alongside broadcast, social amplification, and targeted paid activity, the campaign highlighted the unequal health impacts of poor air quality and positioned Health Equals as a leading voice for change. 

Impact: 

• 74 pieces of coverage, including 34 regional print features

• 573 million potential reach across national and regional media

• 55 pieces including a direct Health Equals call-to-action

• Infographic featured in 48% of coverage, strengthening brand visibility and recall

• High-profile talent engagement, securing hero features and extending reach through social content.   

Migrant Help:  Unfair Jobs Fair

Modern slavery is a widespread, systemic issue, not only abroad, but right here in the UK, with hundreds of thousands falling victim. Our approach was straightforward: to reveal the hidden, insidious nature of modern slavery and show that it’s happening all around us. 

The Unfair Jobs Fair was an immersive storytelling stunt. Disguised as a legitimate recruitment agency.  “LockedIn Recruitment”, we infiltrated the London Jobs Fair, offering seemingly ordinary job roles. But there was a catch. Each role was based on real survivor experiences. Attendees were drawn in by convincing recruiters and professional branding, before hidden cameras captured their disbelief as they realised the “roles” were exploitation in disguise. 

This unexpected twist forced people to confront modern slavery in the very setting where it could happen: a place of opportunity and hope. We made modern slavey feel immediate and personal, and forced the nation to see it for what it is: pervasive, close to home and devastatingly real. 

The campaign highlighted the reality of modern slavery in the UK securing 673 pieces of media coverage with potential OTS of 535.4 million. Highlights included LBC, Sky News Radio, Big Issue, and an ITV News segment featuring new data and in-depth interviews with a Migrant Help spokesperson and survivor of modern slavery which aired across all ITV regional news. 

Encouraging young talent – Taylor Bennett Foundation Masterclass

We’ve been hosting masterclasses for the Taylor Bennett Foundation for the last four years. The foundation encourages young people from black, asian and ethnic minority backgrounds aged 16-24 to pursue a career in public relations and communications. We hosted the latest cohort of TBF trainees at 23red for a masterclass on behaviour change in government communications. As always we were blown away by their passion, intellect and ideas, we predict bright futures. If you’re interested in finding out more visit taylorbennettfoundation.org

Award-winning work

We picked up a trophy for our Pedal for Paris campaign for Sport England at this year’s Purpose Award – an eight-day bike ride from Manchester to Paris last year, promoting green action and innovation ahead of the Olympic Games. 

We were also recognised at the CIPR Exellence Awards, scooping the Mark of Excellence prize for our #workready campaign for the Open University – equipping young learners with in-demand soft skills, driving a 1,000% traffic boost and establishing OU as the go-to destination for career readiness. 

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