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We like the way you move

A celebration of how our women move through life, including the many ways they get active.

This Girl Can is on a mission to narrow the gender activity gap.

Since its launch in January 2015, it has inspired over four million women to engage in physical activity.

We’ve stood for all women, celebrated all backgrounds, all bodies and all journeys.

But there is more work to be done.   

We know that the women who face the greatest barriers to exercise often have the most to gain from it.

That’s why this phase of our campaign focuses on uplifting women who are underrepresented in sport and physical activity, and making sure no woman is left behind.

Find out more about the public-facing side of We Like the Way You Move using the link below.

We Like the Way You Move

A woman and her daughter smile as they walk outside

Through research and data, we have identified the key factors that influence how likely a woman is to be active.

Our analysis shows that the more overlapping inequality factors a woman faces, whether cultural, social, economic or health related, the less likely she is to be active. 

For the next phase of our campaign, we are focusing on women from lower income backgrounds.

Within this group, we are placing additional emphasis on women who are also: 

  • from South Asian Muslim communities 
  • from Black communities 
  • aged 55 years or over 
  • pregnant and/or have a child under one year old.

Download our toolkit

We’ve produced a toolkit with a range of assets to make it as easy as possible for you to get behind We Like the Way You Move.  

You can help to spread the message by promoting the campaign on your own channels.

If you offer activities and events for our women, share the assets and encourage them to attend and get involved.  

Together, we can help our women see that physical activity is for women like them.

Here you'll find our communications toolkit and posters in two sizes, while you can also read about the strategy that shaped this campaign using the link below.

Find out more

A woman poses with a yoga mat slung over her shoulder, with the words 'We like the way you move communications toolkit - September 2025 - also on the image in large font We Like the Way You Move - comms toolkit Download the file - 8.58 MB
A woman looks up at the trees as she walks in woodland, with the words climb high on the image in large font We Like the Way You Move - professional print-ready posters Download the file - 157.93 MB
A woman smiles at the camera while holding her baby, with the words 'rise and shine' in large font on the image We Like the Way You Move - digital and office-ready print versions Download the file - 58.4 MB

We've also created a set of social media assets that you can access by signing up to become a supporter of This Girl Can.

You can access them using the link below.

Social assets