This Girl Can ‘Me Again’

The challenge

During the COVID-19 pandemic, many women experienced disrupted exercise routines and found it difficult to prioritise physical activity. This Girl Can needed to re-engage women and reinforce that there is no “right way” to get active.

What I did:

As Social Media Executive at Sport England, I was responsible for supporting the launch of the ‘Me Again’ campaign across social media, driving reach, engagement and behaviour change.

I developed and executed a social media campaign to launch ‘Me Again’, focusing on inclusive and relatable messaging.

I collaborated with influencers and talent including Lucy Wyndham-Read, Tally Rye, Poorna Bell and Bryony Gordon to amplify campaign reach.

I worked closely with a paid social agency to plan, optimise and deliver social advertising.

I created engaging, motivational content that reframed exercise as flexible and achievable during lockdown.

The results:

The results were unprecedented:

The Launch ad achieved 1 million views across social media in 48 hours

312 pieces of organic media coverage including The One Show

85% of all women in England aged 20-60 reached via organic and paid media

10,000 extra women attended parkrun for International Women’s Day – including 1,300 first-timers

Seven weeks after launch, three in 10 women reported getting active due to the ‘Me Again’ campaign

We ended the year with the highest TGC brand awareness we’ve ever had.