Role: Creative Lead

The brief: This Girl Can marked its tenth anniversary in 2025, celebrating an incredible achievement — helping over four million women embrace a more active lifestyle. Yet, many women have been left behind. Among them are those from lower socioeconomic backgrounds, particularly within South Asian, Muslim, and Black communities, as well as women aged 55–74, pregnant women, and new mothers.

As women’s wellbeing remains chronically underfunded, unsupported, and underrepresented, the UK’s health inequality gap continues to widen. Many women from disadvantaged backgrounds still feel that the world of physical activity isn’t made for them. This campaign needed to change that.

The creative: Reclaiming of the 2005 Bodyrockers’ song “I like the way you move” to celebrate the women who move so much through life for others already, and are now moving for themselves.

The result: A £2 million 360 campaign including a 60 / 30 second TV spot directed by Priya Ahluwalia and produced by Ridley Scott Associates, OOH, digital / social assets, website and a Spotify song recorded by powerhouse MORGAN.