We Like the Way You Move returns to support expectant and new mums

More than half of pregnant women and new mums on lower incomes feel excluded from the world of sport and physical activity. We Like the Way You Move is here to change that.

Our latest research shows 57% of pregnant women and mums with babies under one have felt unwelcome or excluded when trying to get active. 

These early weeks and months – already full of change – are critical moments when movement can make a huge difference. Yet too many women are hitting barriers that stop them before they start.

That’s why we’re focusing on pregnant women and mums as part of our new chapter to ensure no woman is left behind from the world of sport and physical activity.

Our We Like the Way You Move campaign returns today to celebrate every woman’s way of getting active.

And Kate Peers, our strategic lead for campaigns, says starting with just 10 minutes can have immediate benefits. 

"Our research shows women have a real lack of confidence in what activity is safe or that the options available have been designed with them and their babies in mind," she said.

"That lack of clarity and tailored support can leave women feeling excluded before they’ve even begun.

"This Girl Can is about celebrating the many different ways women are already finding time to move in their lives, in a way that works for them.

"That might be a gentle walk outside while you’re recovering from birth, slow stretching such as pregnancy yoga, swimming, or even moving at home with your baby close by.

"Even just 10 minutes can bring real benefits for mood, energy and confidence."

Our research showed that safety concerns are another major obstacle for pregnant women and new mums, with nearly a third (32%) worrying about harming their baby, and almost one in four (24%) feeling unsure what kind of activity is safe during pregnancy.

When asked what would help them most to get active, almost half (47%) said they want support that reflects what life looks like right now – things like pregnancy safe prenatal classes or postnatal sessions where babies can come along too. 

This is why we’ve been working with the Active Pregnancy Foundation (APF) to make it easier for expectant and new mums to be physically active.

APF co-chief executive Dr Marlize De ViVo said: "When it comes to pregnancy and early motherhood, women encounter a huge volume of information and opinions about what they should and shouldn’t be doing. 

"Too often, this fails to reflect the realities of pregnancy and early motherhood, including fatigue, lack of time, and limited childcare.

"Our continued work with This Girl Can is helping us reach more women with guidance and support that enables them to stay active throughout their childbearing years in ways that feel safe, achievable and right for them."

We Like the Way You Move is back

Our latest advertising campaign is returning to TV screens, social media, radio and outdoor media sites to celebrate the many ways women move through different life stages, to show that movement doesn’t need to be intense, perfect or time-consuming and to remind every woman that whatever way you move is enough.

We Like the Way You Move is rooted in research which found 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.