Our strategy – Towards an Active Nation
While millions of people already take part in outdoor activities, the scope of our work is widening to encompass and promote opportunities that appeal to a wider range of people, many of them in currently under-represented groups.
We’ve already backed some work that would fall into this category. This Girl Can has teamed up with British Cycling to increase female participation via the HSBC UK Breeze programme. This new campaign aims to grow the 250,000 people that HSBC UK Breeze has already attracted since its 2011 launch and address the barriers to cycling, with friendly and knowledgeable female ride leaders who help attendees to build their confidence and skills.