Own the Night
Welsh Athletics | Women’s Safety Campaign
Welsh Athletics approached Orchard to help elevate “Own The Night” into a national movement tackling women’s safety while running after dark.
With 72% of women altering their behavior in winter and 93% experiencing harassment while running, this campaign needed emotional clarity, bold creative and data-driven digital activation to spark real change.
Click here to watch the hero film.
Digital Paid Media
Strategy & Creative
Owned Social Support
Press & Comms
Stakeholder Engagement
Our role spanned full-funnel strategy, creative, stakeholder mobilisation and a robust paid media roll out – all designed to give women the confidence to run in the darker months and to activate communities to ‘Be The Light’.
We established the entire communications framework for the campaign, including:
- Full campaign strategy and messaging matrix
- Creative name and strap-line: Own The Night / Be The Light
Visual identity featuring a bold black-and–neon-pink palette symbolising visibility, empowerment and night-time running
- Creative direction for all video and photography
- On-set consultancy across Welsh Athletics’ content shoot
This foundation created a distinctive, emotionally resonant identity that translated seamlessly across digital platforms, media, stakeholder activity and local community events.
Video Content
Two social first mini series
Own the Night (emotive storytelling)
Be the Light (practical safety and allyship)
Short-edits for Meta, TikTok and YouTube
Post-event winter-running reassurance content
Static & Social Assets
Pledge titles and safety statistics
Instagram/TikTok polls, story templates and checklists
Safety-led carousel content
Regional mobilisation assets for Cardiff, Swansea and North Wales
Stakeholder Toolkits
Social assets
Messaging templates
Launch comms for clubs & police
Partner Network
A streamlined comms pack for police forces, running clubs and community partners
Aligned messaging to ensure accuracy and consistency
Assets enabling clubs to host their own Own the Night events
Mobilisation support during launch week
Organic Content
Post-event storytelling
Evergreen winter-running safety content
Check-list led guidance
Repurposed mini-series moments
Community-led celebration assets
“We were thrilled with how well the marketing and communications strategy performed, especially given our constrained budgets. With Orchard’s guidance and support, the Own The Night campaign achieved national recognition, reached nearly two million people across Wales and secured more than 40 pieces of press coverage – with events selling out across the country”