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Sport England

Helping women and girls to get active

Sport England is a non-departmental public body, established by Royal Charter in 1996, with the mission to give everyone in England the chance to benefit from sport and physical activity.

Keen to close the reported ‘2 million’ gender gap in UK sporting participation, Sport England asked us to help develop an illustrative and engaging resource – linked to the ground-breaking ‘This Girl Can’ campaign – to help local partners encourage and support more women to take up a sport or fitness activity.

We created a detailed content map and design concepts for the guide, and tested its format, contents, and look and feel with target audiences to ensure it was robust and geared for practical delivery.

Drawing on their insight, our own knowledge of the sector, and our know-how in creating tools and materials to facilitate sustained behaviour change, we developed the final interactive resource.

The result is an intuitive and practical guide, full of detailed case studies and proven top tips. It’s available nationwide, and aimed at empowering a variety of sporting providers to implement evidence-based methods that engage more women and girls in local activities and help sustain those positive behaviours.