Our work
England Athletics
  • Content marketing
  • Product design & build

This Girl Can - Digital Activation


The challenge

Building a community to encourage more women to take up running

Use content to further activate the successful This Girl Can advertising campaign, helping to liberate women from societal judgements that stop them from taking up sports and, at the same time, build a community that encouraged more women to take up running.

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What we did

Digital campaign activation, content strategy and content creation

Mediablaze worked with England Athletics to activate the campaign digitally, creating rich content that told real stories to build a social community. For the content strategy we developed a tone of voice that aligned with the vision and the target audience demographic, and devised content that inspired and enabled women to start running. Using real women who are already avid runners to motivate our audience we shared real-life stories and memes, lists of practical tips, and signposting to partner events. Through all of this, the content hub we created also hosted a variety of content to draw in more readers (and hopefully future runners).

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“Mediablaze presented us with the clearest and most compelling vision for how to activate This Girl Can to get more women running, and their work on the campaign has been of the highest standard. They truly understand content marketing, create engaging, sharable content, and have been a pleasure to work with.”

Rick Jenner
Strategy and Campaigns Manager
England Athletics

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