This Girl Can #Let'sLiftTheCurfew

Client: Sport England

#LetsLiftTheCurfew was created to showcase women’s stories and concerns around getting active outdoors in the darker months, as well as calling on wider society to acknowledge their role in making getting active outdoors safer for women.

Women were rallied for a 5km #LetsLiftTheCurfew run around Westminster, drawing attention to the safety concerns preventing them getting active during darker months and bringing to life the issues discussed at Sport England’s parliamentary roundtable on women’s safety. The motivation for the run was highlighted on an accompanying digital screen travelling around Westminster and central London. On it, real quotes from women and striking graphics of women being active brought to life the stark contrast women feel between getting active in daylight and darkness. Those involved in the run wore t-shirts emblazoned with first-hand quotes from women about how they feel when getting active outdoors during the darker hours of winter. With over 30 women attending the run and willing to share their stories, #LetsLiftTheCurfew provided a powerful story for media to report on. The launch achieved 233 pieces of coverage, with nine national hits and 29 broadcast hits, reaching a total potential audience of more than 432 million. It didn’t stop there. The campaign took on a life of its own, with groups around the country, including Bristol University and Folkestone Running Club, inspired to mobilise their own #LetsLiftTheCurfew runs. As a result, we plan to continue the momentum on the important issue by making #LetsLiftTheCurfew an annual event on a national scale.