This Girl Can: The Way We Move

Client: Sport England

The Way We Move was the partnership arm of This Girl Can’s wider We Like The Way You Move campaign, created to reach lower‑income women who are additionally Black, South Asian Muslim, aged 55+, pregnant or new mothers. These women told us they didn’t reject movement, but the spaces and stories that made them feel unwelcome. So we partnered with Channel 4, Amaliah and Black Ballad, letting trusted platforms tell stories shaped by real women. With 5.4M views and deep cultural engagement, the work redefined who movement is for, creating spaces where women finally felt they belonged.