THIS gIRL CAN x parkrun

The challenge:

parkrun partnered with This Girl Can to break down barriers such as feeling “not fit enough” or “too slow” and position their local parkrun for International Women’s Day as an inclusive, welcoming space for women of all abilities.

What I did:

For the partnership between parkrun and This Girl Can, I worked with the parkrun marketing team and our paid social agency to develop a collaborative content strategy that would encourage more women to take part on International Women’s Day weekend.

• Worked with our agency to implement a test-and-learn approach across paid social advertising, testing different copy, messages and creative assets to identify what best motivated women to take part.

• Wrote and refined multiple versions of copy and captions for paid and organic social, helping optimise campaign performance and engagement.

• Partnered closely with the parkrun marketing team to create co-branded assets and agree a joint strategic social media plan.

• Developed content that aligned both brands’ audiences and tone of voice, ensuring the partnership felt authentic and motivating.

• Led on the creation of collaborative Instagram Reels, Stories and social posts designed to inform, motivate and reassure women who may have felt nervous about taking part.

• Focused on educational and encouraging content that addressed common barriers such as not feeling “fit enough” or worrying about being “too slow”.

• Ensured all campaign assets were inclusive, supportive and on-brand across both This Girl Can and parkrun channels.

The results

The campaign encouraged 10,000 more women than usual to take part, compared to a regular weekend.

The social media campaign achieved +164% increase in impressions across all channels.

The event became the most inclusive parkrun yet with 70,000+ women and girls who walked, jogged or ran.