Sport England’s groundbreaking This Girl Can returns today with a powerful new campaign, We Like the Way You Move, rewriting the narrative of what women getting active looks like and championing women from underrepresented groups.
Thirteen street-cast women from across England take centre stage in the TV advert, shown moving in ways that reflect their real lives – from family bike rides, dancing in the kitchen and pregnancy yoga, to wheelchair rugby, boxing and walking football.
Soundtracked by a reimagined version of the BodyRockers’ iconic track I Like the Way, the campaign celebrates the different ways women choose to move for themselves and highlights the immediate benefits this can bring.
Through this, it aims to unlock the possibility of movement to the many women who currently do not feel like they belong in the world of sport and physical activity.
Source – Sport England