This Girl Can & Heart Radio Partner for Women-Focused Campaign
June 4, 2021
Sport England’s This Girl Can campaign has teamed up with the UK’s Heart Radio station to encourage women and girls across the country to come together and get moving. The women-focused campaign aims to promote the physical and mental benefits of being active.
The radio takeover comes as a response to Sport England’s research that showed women, in particular, struggle to keep or return to their activity habits since lockdown restrictions have begun to ease in the UK.
The launch marks the first commercial partnership that Sport England has run for its This Girl Can campaign on national radio. Sport England will sponsor 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 week on UK’s Bank Holiday Monday, an all-female presenter line-up included DJs, Pandora Christie, Anna Whitehouse, Zoe Hardman, Lilah Parsons, Fia Tarrant and Katrina Ridley, talking about their own experiences with exercise at different stages in their lives.
Throughout the day listeners were encouraged to interact with the campaign by sharing ways their getting active for the chance to win fitness-related prizes.
“Supported by The National Lottery, This Girl Can is a celebration of women moving in their own way to feel good,” said Kate Dale, This Girl Can’s lead at Sport England. “Be it dancing in the kitchen or boxing in the gym, and 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.”
Along with the takeover, the campaign has launched a video on Heart’s digital platforms that features inspiring women speaking about the positive influence exercise and community has had on their wellbeing.
“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,” said Andy Everett, Managing Editor of Heart
“Hopefully this campaign will inspire all our listeners across the UK to turn up Heart and get moving.”
The Heart radio partnership kicks off a This Girl Can week campaign, which will run from 12-19 June and will encourage women to take the time to ‘choose you’ by showcasing inspiring, local female-friendly activities and encouraging honest conversations.