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Our new advertising campaign is here!

10th September 2025

Running across TV screens, social media, radio and outdoor media sites, We Like the Way You Move aims to redefine what women getting active looks like.

We’re thrilled to introduce you to We Like the Way You Move, our major new advertising campaign that’s rewriting the narrative of what women getting active looks like.

Our rousing national TV advert is the centrepiece, starring 13 street-cast women who move 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.

Watch the TV advert

We’re here to support the many women who do not feel physical activity is appealing, feasible or worthwhile to women like them, as our head of campaigns – strategic lead, Kate Peers, explained. 

"This exciting new phase of  This Girl Can celebrates women who are finding their own ways to move – on their terms, in their everyday lives – showing that every way of getting active counts," she said.

"Just 10 minutes of movement boosts your energy, sleep, confidence and mood.  And for the women who have been left out of the sport and physical activity space, starting with 10 minutes of movement is a brilliant way to build confidence."

The research underpinning our new National Lottery-funded campaign is clear: only one in 10 women from lower-income backgrounds feel they completely belong in the world of sport and physical activity

For women on lower incomes from underrepresented groups – Black women, South Asian Muslim women, pregnant women, mothers with children under one year old and 55-74-year-old-women – the feelings of exclusion are even greater. 

And our new study accompanying today’s launch reveals how far the world of sport and physical activity still has to go in representing all women. 

Using AI-powered analysis of over 4,000 publicly available photos from sports clubs, community centres, parks, gyms, swimming pools and other leisure facilities across England, sourced via Google Maps, we found that Black women, South Asian women, women with disabilities, older women and pregnant women are almost entirely erased from the picture of sport and physical activity presented online.

A group of women perform a dance routine in a class, holding and waving paper fans

Our director of marketing, Kate Dale, is clear that this must change and called on the sector and wider society to create more inclusive, welcoming environments for all women, from all backgrounds.

"A picture is worth a thousand words and our findings are clear: some women remain underrepresented in the physical activity spaces that should welcome them," she said. 

"And if you don’t see yourself pictured, it’s hard to believe you belong there. When women are left out, they miss out on the physical, mental and social benefits of being active, which deepens health inequalities across the country.

"The sport and physical activity sector has made some great progress on inclusion, but our research shows there is more work to do to reach all women. 

"From offering women-only sessions to creating more low-impact classes to supporting with childcare on site, we want more physical activity providers to make real changes on the ground so that women have genuine choice in how they get moving.

"Over the last decade, This Girl Can has inspired over four million women to get active, but while inequality persists our work is not done. We’re here for the women left behind. Together we can change the picture of what women getting active looks like."

Women 'erased from view' in imagery

Findings from our analysis of the 4,000 photos showed: 

Despite women making up half the population, they remain underrepresented. Only 40% of the people pictured were women. 

Women of colour were virtually invisible. Out of 8,559 women pictured, only 117 were Black or South Asian (56 Black women and 61 South Asian women) – less than 1.5% combined, despite Black and South Asian women making up 11% of the population (2021 Census data).

Almost half of these images were confined to London-based facilities, with entire regions showing next to no representation of women of colour.  

Women with visible disabilities were almost entirely missing. While over five million women in England are recognised as disabled under the Equality Act, only 14 visibly disabled women appeared nationwide – just 0.16%.

Some regions, including London, failed to show a single visibly disabled woman. 

Pregnancy was practically erased. Across all images, only five visibly pregnant women were pictured – just 0.06% of what was shown.

Yet in reality, about 2% of women in England gave birth in 2024 (ONS 2025), making their real-world presence up to 30 times higher than what was shown. 

Older women were overlooked. Just 7% of the women pictured appeared over 55 – and of those, the sport they were most frequently seen playing is lawn bowls, suggesting a narrow view of later-life physical activity. 

Even family life was cropped out of the picture. Only 4% of images showed women being active with their families, even in settings like swimming pools.

Childcare facilities were almost non-existent, visible in just 0.3% of images. 

Alongside our continued push for the change needed for all women to feel a sense of belonging in sport and physical activity, our new campaign is a vibrant celebration of women enjoying the benefits of an active lifestyle.

One of the women who features in the adverts, 49-year-old Amanda, has always embraced fitness, from Boxfit and martial arts to gardening in her East London home. 

But since experiencing perimenopause, her relationship with movement has shifted in unexpected ways.

"Perimenopause really smacked me in the face," she reflected. "Among the physical ailments, the hardest part was not being able to do the community boxing fitness I loved. I could barely walk, strapping up my knees just to get by.

"It’s been a rollercoaster, but over the past two years I’ve managed to build a routine that works for me. I learned that short bursts of weight-bearing exercise – a few minutes a day, even just jumping on the spot – can really help.

"Movement is non-negotiable now. I’ve found joy in moving on my own terms, whether it’s boxing, Pilates, stretching in my garden, or dancing around before bed with my daughter.

"Exercise feels like I’ve caught a breath of fresh air – it supports my mind, body, and soul."

We’re inviting women everywhere to change the picture of what getting active looks like – by sharing your own ways of moving on social media using #ThisGirlCan and tagging us. 

Whether it’s a stretch in the living room, a kickabout in the park or a swim with friends, every woman’s story helps show that there’s no one way to be active.

A smiling woman wearing boxing gloves in a back garden.

More reaction

Stephanie Peacock, Sports Minister

"This Girl Can has inspired millions over the past decade, and this new campaign shines a light on women who have been overlooked for too long.

"As a government we have recently launched our new Women's Sport Taskforce outlining our intent to become world leaders in women's sport at all levels. 

"With £400 million announced for grassroots facilities at the Spending Review we are committed to accelerating access for women and girls to pitches and we've invested in the Women's Rugby World Cup Impact 25 legacy programme, which is already benefiting 850 clubs. 

"Everyone deserves the opportunity to enjoy the benefits of physical activity, and as we look to remove all barriers to participation, This Girl Can will be vital in making that a reality."

Find out more

We Like the Way You Move