This Girl Can | Strava
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.
Insight
45% of women say ‘not feeling fit enough’ is a barrier to their return to activity.
Solution
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
This Girl Can and Strava
- 69%
- of women now doing more exercise than they did before the campaign
- 155k
- people signed up to This Girl Can’s ‘Make Your Comeback Challenge’ on Strava
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This Girl Can x Strava / Make Your Comeback
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. Strava and This Girl Can launched a 4-week challenge in-app to help women ‘make their comeback’
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