East Asian woman aged 25-30 with a flushed face after a run

Research Report: Measuring Impact: ‘This Girl Can Run’ for England Athletics

Published 23 May 2016

A digital campaign was created to activate Sport England’s ‘This Girl Can’ campaign around running, to include content that would inspire, inform and engage women aged 14 to 40 (aligned to the parent campaign).

Women in Sport worked in partnership with England Athletics on a research project to further understand the highly engaged online community and the impact the campaign was having on their running behaviour.

Combining Women in Sport’s insight pieces with our own has helped us to deliver a highly effective and cost efficient digital campaign.

Marketing & Campaign Manager, England Athletics Running Participation Team

England Athletics Case Study (5.62 MB)

Key findings

95% are now running at least once per week.
51% of those who engaged with the campaign are running more often than they were before.
28,000+women reported being influenced by the campaign to either start running, return to running or run more frequently.
9,650 women who have been heavily influenced by ‘This Girl Can Run’ are either new to running or have returned to running since engaging with the campaign.

Recommendations

95% are now running at least once per week.
51% of those who engaged with the campaign are running more often than they were before.
28,000+women reported being influenced by the campaign to either start running, return to running or run more frequently.
9,650 women who have been heavily influenced by ‘This Girl Can Run’ are either new to running or have returned to running since engaging with the campaign.

Download the report

England Athletics Case Study (5.62 MB)

Research Report: Measuring Impact: ‘This Girl Can Run’ for England Athletics

Key findings

Recommendations

Recommended links and resources

women reported being influenced to start or return to running

of the women surveyed now go for a run at least once per week

Download the report