Sport England / This Girl Can
Shining a light on the barriers keeping women from exercising after dark
Let’s Lift the Curfew
The challenge
Safety concerns cause a drop-off in women enjoying exercising outdoors during the winter. This Girl Can wanted to address this, in line with a Sport England parliamentary roundtable on women’s safety.
The Insight
During the winter months, a perceived ‘curfew’ hinders women’s likeliness to engage in outdoor exercise, with the fear of being active outdoors in darkness making them feel ‘anxious’, ‘vulnerable’ and ‘unsafe’.
Watch the Case Study
The Platform for Change
‘Lets Lift The Curfew’ amplified women’s concerns and advocated for solutions that make outdoor exercise a safer experience.
We rallied women in a 5km runaround Westminster to draw attention to the concerns preventing them getting active during darker months.
Runners wore t-shirts emblazoned with quotes about how they feel getting active outdoors during darkness, and the motivation for the run was illustrated on an accompanying digital screen.
Impact
62%
of women say the campaign addressed issues that concerned them
233
pieces of coverage, with nine national and 29 broadcast hits
Awards
The campaign was shortlisted at the Purpose Awards for Public Sector / Equality and Inclusion Campaign, the PR Week Awards for Public Sector and the Drum PR Awards in the Government or Public Sector category