British Shooting has recently launched #TargetChange, an initiative designed to change the perceptions of target shooting and shape our vision of becoming a more inclusive and diverse sport.

What is #TargetChange?

#TargetChange aims to break down barriers within target shooting by providing the platform to allow new people to get involved in the sport more easily.

Spearheading the launch of the initiative is Ruth Mwandumba, two-times English Champion and the first black woman to represent England in ISSF shooting disciplines.

As a black woman in target shooting, Ruth is just one of 0.5%, and while her experience within the shooting community has been positive, more needs to be done to create role models that inspire a more diverse, younger generation to participate in the sport.

To bring her story to life, Ruth has written and performed a stirring and emotive poem which will strike a chord with viewers, whether they’re involved in target shooting or any other sport. You can view the video here.

British Shooting has teamed up with the Women’s Sports Alliance and Eley to ensure the initiative reaches as many people as possible with a hope that it will bring more people into our fantastic sport.

#TargetChange will become an umbrella term for a series of campaigns, partnerships and projects that changes the perception of our sport, raise the awareness of the wider benefits of target shooting, and particularly focusses on how to make British Shooting a more inclusive and diverse sport.

To action this change, a whole host of free ‘have-a-go’ events will shortly be launched, which will give people around the country the opportunity to get involved in target shooting. Those interested in getting involved in target shooting sports can complete the expression of interest form here – who knows, you might find a hidden talent!


GB Rifle Shooter, Ruth Mwandumba, said: “The #TargetChange initiative is great because the whole focus is to get new people involved in the sport. Hopefully we’ll get a lot more people wanting to try it and when they do, they’ll get to see what it’s about and how fun it is.
“I’ve found the target shooting community very welcoming to me, but one thing I noticed when I started the sport is that there aren’t many people who look like me and that’s something I’m determined to change.
“If you’d have asked me when I was younger what I think a target shooter is, I’d have thought of the stereotypical flat cap and tweed. I didn’t know much about it back then and my poem is important to show people that there’s a whole other world of target shooting. I wrote it as a way of talking about my experiences."

Jordan Guard (Founder & Managing Director of the Women's Sports Alliance) said: “As soon as Ruth and British Shooting came to us with the #targetchange campaign idea, we knew we had to be involved and support. Ruth is a fantastic ambassador for British Shooting and for women's sport in general and even though she has experienced many challenges, she has become an inspirational role model to the next generation of talent. By involving our WSA creative team and platform to the campaign, we want to ensure that Ruth's beautiful message generates the exposure it deserves.
“We feel honoured to have been involved in this campaign that has been designed to increase diversity in shooting and we will continue to support British Shooting and any new female talent that is discovered in the future. Thank you to British Shooting and ELEY for believing in Ruth's message and for enabling the Women's Sports Alliance to spread her powerful words far and wide. Thank you also to Ruth for being one of the main driving forces in this movement for positive change.
“As a final note, we would like to encourage anyone and everyone to get down to the 'have-a-go-days'. You never know where it might take you!”

ELEY’s Marketing Director Michael Atkinson said: “The #TargetChange initiative is a breath of fresh air for our sporting community.
"British Shooting has taken the initiative to change the perception of target shooting by introducing a platform to allow new people to get involved in ‘have-a-go events’ around the country.
"ELEY has been at the forefront of ammunition production for over 190 years is the perfect partner for the pioneering campaign.
"Ruth, an ELEY-sponsored ELEY athlete is one of the most determined athletes we have had the pleasure to work with. Since joining ELEY, Ruth has become English Champion and the first black woman to represent England in ISSF disciplines, we could not be prouder.
"I cannot stress how important it is for our community to stand together and support British Shooting, alongside Women’s Sports Alliance, to raise awareness of the wider benefits of target shooting and how together we make target shooting fun as well as a more inclusive sport.”