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This Girl Can: Nudging women and girls to get physically active.

Case Studies

17th November 2023

Walnut Unlimited

 

Nudging women and girls to get physically active

This Girl Can is the award-wining campaign from Sport England which aims to tackle the inequality in physical activity levels between men and women. The campaign celebrates and supports women and girls to get moving in whichever way they want to.

Walnut has evaluated the campaign since 2021, using behavioural science to understand what motivates women and girls to get active, but also what acts as a barrier – whether that be around capability, context or confidence. Most importantly, we use our shortcuts framework to provide actionable recommendations for how to lever or mitigate against the behavioural biases at play.

This has included understanding what fuels the enjoyment gap and how this can be addressed: perceptions around safety and exercising in winter months and at night aligned to the #LetsLiftTheCurfew campaign.

Our findings have continually provided the campaign team with robust data to inform the on-going development of the campaign to maximise its reach and impact.

The MRS Sport & Gaming conference featured our research alongside Sport England highlighting how an insight-led strategy underpinned by behavioural science empowered the This Girl Can campaign in a post-pandemic world.

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