Make Your Comeback

This Girl Can x Strava

With gyms closed and exercise classes and team sports paused during the pandemic, 7 million women aged 14-60 reported taking a break from exercise. This movement away from regular physical exercise puts them at an increased risk of developing many long-term conditions so we needed to help them rediscover the joy of movement.

Watch the case study film

To do this, This Girl Can partnered with Strava, the world’s largest sporting community, to raise awareness that breaks in activity are normal and get women moving again in whatever way they choose.

Our strategy for the partnership was to:

• Build a safe, supportive space for women to inspire and motivate each other – the This Girl Can Club on Strava

• Launch a 4-week Challenge providing an achievable goal to work towards.

The creative wrapper – ‘Make Your Comeback’ - was a motivational campaign designed to kickstart women’s return to activity. At its heart was a set of inspiring films following the real-life comebacks of different individuals and showing how they overcame barriers and got moving again after a break.

Watch Amy’s Comeback

And it worked! During the 6 week launch phase 18,500 women joined the This Girl Can Club, logging over 250,000 activities. 39,000 UK women took part in the Challenge and, most importantly, 3 out of 4 women who took part are now doing more exercise than they did before the campaign.

Accolades

The campaign was nominated for two DMA Awards, winning a Gold in the Sports category. It also won the Successful and Effective Partnership Award at the Marketing Society Awards.