Sport England And Heart Partner For This Girl Can Campaign
Sport England’s This Girl Can campaign has announced a new partnership with commercial radio brand Heart in a bid to encourage women and girls to become more physically active.
The This Girl Can campaign – which scooped a place on the Official Shortlist for Campaign of the Year in association with YouGov Sport at the Sport Industry Awards 2021 – will team up with the radio station to encourage women to exercise through swimming, running, hiking, dancing, or joining a grassroots football or netball team.
The new campaign comes in response to Sport England research which shows that women in particular have struggled to keep or return to their activity habits during the coronavirus pandemic.
The launch marks the first commercial partnership that Sport England has run for its This Girl Can campaign on national radio, sponsoring daytimes across Heart Dance for six weeks, as well as video and social content across Heart’s digital platforms and co-branded promotions for two weeks on Heart and sister station, Smooth.
This Girl Can campaign imagery will also run for two weeks across Global’s outdoor advertising estate, with the campaign brokered by OmniGOV @ MG OMD.
The Heart partnership kicks off a This Girl Can week which will run from 12th-19th June, and will see the campaign and its partners encourage women across the country to take the time to ‘choose you’, showcasing inspiring stories and local ‘female-friendly activities’, as well as encouraging honest conversations.
“Supported by The National Lottery, This Girl Can is a celebration of women moving in their own way to feel good, be it dancing in the kitchen or boxing in the gym,” said Kate Dale, This Girl Can’s lead at Sport England.
“Heart is the ideal partner to share our message with its millions of listeners across UK and inspire even more people to join our growing community.”
Andy Everett, Managing Editor, Heart, added: “The This Girl Can campaign is an inspirational movement and we’re delighted to partner with Sport England to use Heart as a platform to widen the exercise community nationwide.
“Hopefully this campaign will inspire all our listeners across the UK to turn up Heart and get moving!”
