When This Girl Can launched in 2015, our ambition was simple but bold: to close the gender gap in activity levels by tackling the fear of judgement that kept so many women on the sidelines. Ten years on, the world has shifted, women’s lives have become even more complex, and still inequality persists. The campaign has inspired millions, but barriers remain stubborn, particularly for those who feel furthest away from sport and physical activity.

That is why this new phase, We Like the Way You Move, is a redefinition. It unapologetically champions the women who feel excluded, underrepresented, and underserved: from teenage girls navigating puberty, to older women managing health changes, to new mums trying to carve out time and space for themselves.

Belonging starts with inclusion

Our research confirmed what too many women already know: only one in ten women from lower-income backgrounds feel they truly belong in the world of sport and physical activity. For women who are South Asian Muslim, Black, disabled, pregnant, mothers with babies under one, or aged 55–74, that sense of exclusion is even deeper.

And the picture is literally skewed. Capgemini’s Applied Innovation Exchange conducted an AI-powered analysis of more than 4,000 images from sports facilities across England found women were “erased from view” – underrepresented across the board, with Black and South Asian women making up less than 1.5% of all images, and visibly disabled women almost invisible. If you don’t see yourself pictured, it’s hard to believe you belong there.

Our campaign flips this narrative. We’ve street-cast women from across England, celebrating how they already move in their daily lives and showing that every way of getting active counts whether that’s a family bike ride, pregnancy yoga, walking football, or even laughing yoga.

We must reframe the conversation. Movement should be a source of joy, confidence, and belonging and not another arena for judgement. That’s why We Like the Way You Move celebrates everyday, relatable activity. It validates those forms of movement even just going for a walk as real, valuable, and worth celebrating.

Tackling taboos and talking realities

Another barrier we cannot ignore is the silence around women’s bodies. Hook Research’s work on menstrual health shows how “period positivity” in sport is still in its infancy. Teenage girls, in particular, often feel embarrassed to exercise during their periods, while older women navigating perimenopause or menopause face their own challenges. Our women’s stories bring these issues to life showing how, despite the barriers, they have found ways of getting active that feel right for them.

Our creative builds on these stories by acknowledging the realities women face. Too often, women believe they need to be fit before they can even start, and much of the fitness messaging they encounter focuses on long-term goals such as weight loss or transformation. The truth is far simpler: starting small, even with just ten minutes, can be the gateway that makes activity feel achievable and possible. By reframing the conversation, we highlight the short-term, motivating benefits movement brings such as better sleep, less stress, improved confidence and mood - benefits that matter to every woman, whatever her age or stage of life.

Our women, our campaign

We talk about “our women” deliberately. Not as a demographic label, but as a recognition of the women who tell us they don’t feel part of the picture. Our women are busy, tired, looking after others, and too often invisible in mainstream sport marketing. But they are also resourceful, resilient, and already moving in ways that matter to them.

This campaign is an ode to them. The soundtrack itself, a reimagining of BodyRockers’ I Like the Way into We Like the Way You Move, signals that shift. Composed and arranged by Amy McKnight and sung by rising UK artist Morgan, it recognises there isn’t one “perfect” way to exercise. It’s about a collective celebration of movement in all its forms, and about reclaiming a song once rooted in the male gaze to deliver a message of women supporting other women.

Stronger together: The TGC Collective

At the heart of We Like the Way You Move is the This Girl Can Collective – an alliance of creative, strategic and community experts united by a single ambition: to help women feel they belong in activity. It brings together 23red, part of Capgemini, House of Oddities, The Outsiders, MMC and more, each contributing unique strengths. The TV ad was directed by Priya Ahluwalia through RSA, with photography by Madeleine Penfold capturing women in all their authenticity. Creative direction and leadership came from Sachini Imbuldeniya at House of Oddities and Tristan Cavanagh at 23red working together as a team, while Steven Lacey from The Outsiders led on insight and Patricia Macauley from MMC consulted with our South Asian Women and Black Women Advisory Panels to ensure representation was real and resonant. This blend of voices and perspectives makes the Collective - like the campaign itself - inclusive, collaborative, and stronger together.

Changing the system, not just the story

Campaigns can inspire, but systemic change must follow. That is why we are working with fitness providers to ensure women see themselves represented in both the advertising world and also in real provision. That means more women-only sessions, more low-impact and culturally appropriate classes, better childcare support, and more inclusive imagery.

The stakes are high. Vitality’s recent research shows that women are 50% more likely than men to say “life gets in the way” of exercise. When barriers stack up - from cost and childcare to safety concerns and lack of representation - women pay the price in poorer health outcomes, lost confidence, and missed opportunities.

A call to action

Ten years of This Girl Can has taught us that change is possible. Millions of women have been inspired to get moving. But our work is not done until every woman, no matter her age, background or circumstance, feels she belongs in the world of physical activity.

So, to every teenage girl who thinks sport isn’t for her, to every mum who thinks she doesn’t have the time, to every older woman who feels overlooked - this campaign is for you. We see you. We like the way you move. And you belong.