iCrossing worked with England Athletics to activate the campaign digitally, creating rich content that told real stories to build a social community. For the content strategy, we developed a tone of voice that aligned with the vision and target audience demographic, and devised content that inspired and enabled women to start running. Using real women who were already avid runners to motivate our audience, we shared real-life stories and memes, lists of practical tips, and signposting to partner events. Through all of this, the carefully crafted content hub also hosted a variety of content to draw in more readers (and hopefully future runners).