New This Girl Can campaign focuses on women and cycling
POSTED 03 Jul 2019 . BY Andy Knaggs
HSBC UK Breeze has attracted 250,000 participants since its inception in 2011
Sport England and British Cycling are partnering on a new "This Girl Can" campaign designed to highlight British Cycling's recreational, women-only bike riding programme, which offers hundreds of free bike rides across the UK.
The HSBC UK Breeze initiative has attracted 250,000 participants since its inception in 2011, helping women to overcome barriers to participation such as lack of confidence, fear of judgement and simply fitting activity into a busy lifestyle.
Using a series of targeted social media films and image adverts, the six-week campaign will mirror previous bold and eye-catching This Girl Can campaigns, showing how women, regardless of age, background, fitness or experience, can take up cycling and overcome those barriers in a judgement-free environment.
Kate Dale, Sport England's campaign lead for This Girl Can, said that the huge number of women attending HSBC UK Breeze events every week showed how effective the programme had already been: "This Girl Can is designed to break down the emotional barriers women face when considering exercise. One of these emotional barriers is fear of judgement around capability, and HSBC UK Breeze is brilliant at addressing these barriers with friendly and knowledgeable female ride leaders who help attendees to build their confidence and skills."
Faye Downey, women's cycling project manager at British Cycling, added: "We are constantly looking at innovative ideas and projects to get more women on bikes, and we are excited about this campaign's potential to introduce HSBC UK Breeze to a new audience and put cycling on the radar of more women."
Knowledgeable and friendly ride leaders are on hand to help riders at HSBC UK Breeze events
RELATED STORIES
Les Mills On Demand partners with This Girl Can campaign POSTED 07 Jun 2019. BY Tom Walker Fitness group Les Mills has joined forces with Sport England’s This Girl Can campaign to help
break down women’s barriers to fitness.
First reveal of new This Girl Can campaign POSTED 18 Oct 2018. BY Liz Terry Speaking at the annual Legend customer day at the NEC today, Sport
England’s executive director of mass markets, Dave Newton gave a first reveal
of the new This Girl Can campaign, which will go live on 26 October.
FEATURE: People profile: Tanya Joseph POSTED 02 May 2018. Sport England's Tanya Joseph on creating a relationship with real people through This Girl Can
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
New This Girl Can campaign focuses on women and cycling
POSTED 03 Jul 2019 . BY Andy Knaggs
HSBC UK Breeze has attracted 250,000 participants since its inception in 2011
Sport England and British Cycling are partnering on a new "This Girl Can" campaign designed to highlight British Cycling's recreational, women-only bike riding programme, which offers hundreds of free bike rides across the UK.
The HSBC UK Breeze initiative has attracted 250,000 participants since its inception in 2011, helping women to overcome barriers to participation such as lack of confidence, fear of judgement and simply fitting activity into a busy lifestyle.
Using a series of targeted social media films and image adverts, the six-week campaign will mirror previous bold and eye-catching This Girl Can campaigns, showing how women, regardless of age, background, fitness or experience, can take up cycling and overcome those barriers in a judgement-free environment.
Kate Dale, Sport England's campaign lead for This Girl Can, said that the huge number of women attending HSBC UK Breeze events every week showed how effective the programme had already been: "This Girl Can is designed to break down the emotional barriers women face when considering exercise. One of these emotional barriers is fear of judgement around capability, and HSBC UK Breeze is brilliant at addressing these barriers with friendly and knowledgeable female ride leaders who help attendees to build their confidence and skills."
Faye Downey, women's cycling project manager at British Cycling, added: "We are constantly looking at innovative ideas and projects to get more women on bikes, and we are excited about this campaign's potential to introduce HSBC UK Breeze to a new audience and put cycling on the radar of more women."
Knowledgeable and friendly ride leaders are on hand to help riders at HSBC UK Breeze events
RELATED STORIES
Les Mills On Demand partners with This Girl Can campaign POSTED 07 Jun 2019. BY Tom Walker Fitness group Les Mills has joined forces with Sport England’s This Girl Can campaign to help
break down women’s barriers to fitness.
First reveal of new This Girl Can campaign POSTED 18 Oct 2018. BY Liz Terry Speaking at the annual Legend customer day at the NEC today, Sport
England’s executive director of mass markets, Dave Newton gave a first reveal
of the new This Girl Can campaign, which will go live on 26 October.
FEATURE: People profile: Tanya Joseph POSTED 02 May 2018. Sport England's Tanya Joseph on creating a relationship with real people through This Girl Can
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
