Sport England / This Girl Can
Rewriting what getting active looks like to create truly inclusive spaces
Belonging Starts with Inclusion
As part of the TGC Collective with House of Oddities and MMC
The Challenge
Despite the phenomenal growth of women’s sport, the women facing the greatest inequalities – including those from lower socio-economic backgrounds, who in addition are Black or South Asian Muslim, disabled, pregnant or postnatal, or over 55 - remain the least active. Sport England needed to close this gap by making physical activity feel welcoming, relevant and achievable for women who face the highest barriers yet have the most to gain.
The Insight
For many women, the biggest barrier isn’t motivation - it’s belonging. A lack of representation, confidence and suitable provision means many women feel judged, excluded or unwelcome in spaces intended to support physical activity.
Watch the Case Study film
The Platform for Change
Working with a collective of partners across sport, fitness and community organisations, This Girl Can evolved from a communications campaign into a whole-system movement for change.
Through a multi-phase approach we elevated women’s lived experiences, mobilised the sector to change environments and provision, and launched a joyful, inclusive campaign celebrating all the ways women move on their own terms.
The work inspires women to get active and challenged the sector to change, creating spaces where more women could feel they truly belong.
Watch the ‘We Like the Way You Move’ 60s film
Impact
78m
paid impressions with 64% of women reached saying the campaign made being active feel possible
50%
of women who recognised
the campaign took action and 38% increased their activity levels
of the sector broadened or tailored activity options and 35% adapted spaces or delivery to improve inclusion
41%
Awards and coverage
The campaign has been shortlisted at the Purpose Awards twice for Specialist: Best Proof of Authenticity and Public Sector: Best Equality & Inclusion Cause Campaign. It was covered widely in the media, including features on the BBC, Stylist, Marie Claire and The Observer - alongside community publications..
