Sport England and Strava: Make your comeback

Sport England, a UK public body, partnered with exercise app Strava in a film, social and community campaign to support women who wanted to become more active.

Regular physical activity plays a key role in improving women's physical and mental health. With a third of women taking a break from exercise, exacerbated by the pandemic when classes, gyms and team sports paused, they needed help to rediscover the joy of movement.

Strategy

Research showed that for 43% of women, feeling unfit held them back. For many more, emotional support was crucial to getting active again. The strategy was to motivate and facilitate this by helping them rediscover the joys of movement. This focused on three key phases.

Normalise helped women see that those around them had taken...

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