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.
Watch the case study
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
Watch Amy’s Comeback
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
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.