SE1282 - TGC Econometrics

As part of the evaluation for the This Girl Can campaign, we want to better understand the impact that the campaign is having. Our research objectives are to understand:

• Campaign impact exploring how different campaign channels, messages, and activations drive reported action;
• Population level impact exploring if and how the campaign is associated with changes in population-level physical activity.

In 2025 we commissioned a feasibility study to test if we could use econometric modelling to answer both objectives for all women, LSEG women and This Girl Can campaign target audiences. The target audiences for Phase 6 include inactive lower-socioeconomic women aged 14-74 with a particular focus on inactive lower-socioeconomic women who are also: Black, South Asian Muslim, pregnant and/or with a child under 1; and those aged 55-74 years old.