Let's Lift The Curfew for This Girl Can

Client: Sport England

In 2023, This Girl Can uncovered The Enjoyment Gap – yet another stubborn gender divide meaning 2.4 million fewer women than men reap the rewards of sport and physical activity. At the heart of this gap is a fundamental issue: safety. Our research revealed a chilling reality – by 2024, 72% of women had altered their outdoor exercise routines in winter due to safety concerns, a staggering 26% increase from the previous year.

That’s why, after launching Let’s Lift the Curfew in 2023, we took it to the next level in 2024 – bigger, bolder, and more impactful. We lit up the dark, both literally and metaphorically, with a flagship event in Manchester and 136 runs across the UK. By hijacking the news agenda, we sustained media momentum for five months, turning women’s safety into a national conversation. Partnering with grassroots organisations, we amplified voices, challenged systemic issues, and demanded change.

Now an annual movement, Let’s Lift the Curfew is more than a campaign – it’s a rallying cry, inspiring women to reclaim their right to move freely, without fear.