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Getting female tertiary students active (Sport England)

Case Study

posted by WM Admin on 8 December 2017

Women in Sport and British Universities and Colleges Sport (BUCS), through activation
funding by This Girl Can have supported 10 universities to get their inactive female students to take their first steps from inactive to active through dispelling fears they hold about being judged.

Phase one saw a nationwide advertising campaign featuring women sweating and jiggling as they exercised. In phase two Sport England have supported organisations to activate the campaign locally.

This case study describes what works when engaging inactive and less active female students; bringing together common learnings for universities to apply to increase engagement in physical activity.