Sport England’s new campaign celebrates diverse women, breaking barriers and redefining what it means to be active through inclusion and empowerment.
“This Girl Can” returns with impact
Sport England relaunches its iconic campaign with a vibrant message that redefines what being active means. The initiative celebrates women from underrepresented backgrounds, proving that every woman belongs in the world of physical activity.
A movement for every woman
Created by the TGC Collective with agencies such as 23red, House of Oddities, MMC and Outsiders, the campaign focuses on diverse communities: women from low-income backgrounds, South Asian Muslim and Black women, women over 55, pregnant women and new mothers.
The activity gap
Research by Sport England highlights the persistent barriers many women face in feeling included in sport. Only one in ten say they completely feel part of this world.
Inclusion as the starting point
Under the strategic direction “Belonging Starts with Inclusion”, this new phase aims to reach women who feel furthest from being active, ensuring they are seen, supported and welcomed.
From everyday moves to exercise
The street casting shows how women already move: daily walks, family bike rides, free outdoor gyms, pregnancy yoga, boxing, walking football, wheelchair rugby and even laughing yoga.
An empowering soundtrack
The campaign comes to life with a reimagining of BodyRockers’ I Like the Way, transformed into We Like the Way You Move, produced by Amy McKnight and performed by rising UK artist MORGAN.
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