Alexandra Sheppard

Alexandra Sheppard

Social Media ManagerLondon, United Kingdom
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Alexandra Sheppard

Alexandra Sheppard

Social Media ManagerLondon, United Kingdom
Projects credited in
  • Monkey's Ice Bucket Challenge  - PG Tips
    Monkey's Ice Bucket Challenge - PG TipsWe took the UK’s best-loved brand character and made him part of the biggest social phenomenon of the summer – the #IceBucketChallenge. In a matter of hours, we turned around a film that perfectly lands the brand’s cheeky, fun tone of voice. PG tips was the first UK brand to take part in this craze, tapping into the social zeitgeist just as the campaign was gathering momentum within newsfeeds.
  • This Girl Can: Case Study
    This Girl Can: Case StudySport England’s ‘This Girl Can’ campaign was based on a powerful insight. It got 2.8 million women exercising with a refreshingly honest portrayal of exercise…
  • This Girl Can
    This Girl CanThe Problem Sport England’s research (the Active People survey) highlighted a persistent gender gap in sports participation. Nearly 2 million more men than women took part in sport regularly (at least 30 minutes of moderate activity once a week), despite the combined impact of health messages, sports marketing and London 2012 inspiration. We had tried to tackle this gap in the past by investing Lottery funding into projects that overcame the practical barriers women told us they had - providing childcare, running women only sessions, putting on more of the types of sports and activities they told us they wanted to do. But despite overall participation levels for men and women rising since 2005, the gender gap remained constant. Confusingly, the same survey told us that 75 per cent of women wanted to play more sport. So what was stopping them? The Insight We dug further and gathered in research from other organisations - and found a wealth of emotional barriers that were getting in the way. Women told us they were ‘too fat to get fit’, ‘would slow everyone down’, ‘hated getting red-faced and sweaty,’ ‘felt ridiculous in lycra’ and ‘felt selfish spending time on themselves and not the kids.’ There were many, many more — even the women and girls who enjoyed sport at school were not sure it fitted in with their identity and lifestyle once they had left. Ultimately it all added up to a fear of judgement - by other people and by ourselves. For this group of women, it became easier to not be active then to tackle the emotions getting involved stirred up. We recognised that we needed a campaign celebrating the women and girls who had successfully managed or navigated their barriers and were getting active or playing sport on their own terms. We want to normalise sport and physical activity, make it a social activity for the women and girls you don’t normally see in sports marketing. And we wanted to give women permission to join in - regardless of whether they were an expert or a bit rubbish… Also, defining our target audience in the first place was a key part of our insight and then evaluating all our work to make sure it was having the desired effect. We used qual and quant research to monitor changes in attitudes. The Objective Ultimately we want to get more women and girls playing sport, especially amongst those groups of women who don’t think sport and physical activity is for ‘people like them’. But this is a behaviour change campaign and we recognised this takes time - so we also want to change attitudes so that more women were open to the idea of being active and feeling that it was for ‘women like them’.
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  • Community Engagement
  • Reporting
  • Copywriting
  • Social Media Management
  • Social Media Advertising
  • Social Media Marketing
  • Community Management
  • Client Presentation
  • Ceative Writing
  • Novel Writing