This Girl Can has teamed up with the UK’s biggest commercial radio brand to encourage women and girls across the country to come together and get moving.
On the 31st May, This Girl Can took over Heart with the aim of encouraging all women to exercise – regardless of their circumstances and on their own terms.
The takeover came as a response to Sport England’s research showing women, in particular, have struggled to keep, or return to, their activity habits during the coronavirus (Covid-19) pandemic and since restrictions have begun to ease.
An all-female presenter line-up saw DJs including 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.
Listeners were encouraged to share the ways their getting active for the chance to win fitness-related prizes.
This is the first commercial partnership for This Girl Can on national radio and the campaign lead Kate Dale is excited by its potential.
“Supported by The National Lottery, This Girl Can is a celebration of women moving in their own way to feel good,” she said. “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, comes a video that launches on Heart’s digital platforms today, is fronted by Pandora and features inspiring women speaking about the positive influence exercise and community has had on their wellbeing.
The video also features Anna, who talks about her experiences with exercise while juggling a family, and Heart managing editor Andy Everett is delighted to be working to get people active.
“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,” he said.
“Hopefully this campaign will inspire all our listeners across the UK to turn up Heart and get moving.”
The Heart takeover is a precursor to a This Girl Can week, which runs from 12-19 June and will see the campaign and its partners encourage women to take the time to ‘choose you’ by showcasing inspiring stories, local female-friendly activities and encouraging honest conersations.
You can tune into the takeover today on 96-107 FM, DAB digital radio or on Global Player.
Posted on 4th June 2021