Sport England / This Girl Can x Strava

Empowering previously active women to get moving again

Make Your Comeback

The challenge

The pandemic disrupted the active lives of 18-34-year-old women, so This Girl Can (Sport England) wanted to provide a pathway back to regular activity.

The Insight

45% of women say ‘not feeling fit enough’ is a barrier to their return to activity.

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The Solution to create Change

Strava and This Girl Can launched a 4-week challenge in-app to help women ‘make their comeback’. The EAST behaviour change model underpinned the activation:

Easy Manageable 4-week challenge timeframe

Attractive Earn a digital ‘finishers’ badge and feel part of a movement

Social Club content drove engagement and fostered community

Timely Activity at times that suit you

Multiple smartphones displaying various app screens from the 'MAKE YOUR COMEBACK' campaign

Watch Amy’s Comeback

Group of women wearing white shirts with purple text raising their hands outdoors during daylight, with a partly cloudy sky in the background.
A woman smiling and holding a purple frame with the message 'Make Your Comeback' at an outdoor event, with a red wooden fence in the background.
A group of women and girls wearing white T-shirts, smiling and talking at an outdoor event with tents and trees in the background.

Impact

69%

of women now doing more exercise than they did before the campaign

Over 155,000

people signed up to This Girl Can’s ‘Make Your Comeback Challenge’ on Strava

Awards

Black background with white text reading "Data & Marketing Association Awards" and an acronym "DMA".
Logo of The Marketing Society with a speech bubble icon on the left and the words 'The Marketing Society' in bold white text on a black background.
Purple Tie Awards logo in black and white with bold uppercase text
Logo for FEVO and Sport Industry Awards 2023, black background with white text and graphics.

The campaign was nominated for two DMA Awards, winning a Gold in the Sports category. It also won the Marketing Society’s Successful and Effective Partnerships Awards and was highly commended at the Purpose Awards for Best Equality and Inclusion Campaign. It was nominated for two Sports Industry Awards – Partnership and the Active & Wellbeing Award.

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