The new advert – which launches online at midday and hits television screens during the ad break of Coronation Street tonight – sees a range of new and returning faces, new messages and hard-hitting mantras to prompt a change in attitudes and help boost women’s confidence.
Staying true to its original formula of showing real women and girls playing sport and getting active, the message is clear: it’s OK to sweat, it’s OK to jiggle, it’s OK not to be brilliant (or to be brilliant) and it’s normal for life to get in the way sometimes.
Watch the new film below
Our ambition is still about empowering women and breaking down the barriers that are stopping women and girls getting active – and we're now widening our scope to target women aged from 14 up to 60 and beyond.
New artwork and phrases for the second wave of the campaign, including “Unleash your inner beginner”, “A kick right in the stereotypes” and ‘’Take me as I am or watch me as I go’’, have been splashed across billboards and shopping centres up and down the country in recent weeks.
I’m a woman, phenomenally
The mantras speak directly to fears and worries women have surrounding sport and physical activity, such as not being good enough, or overcoming stereotypes about what women should or shouldn’t do.
The second wave responds to what we’ve learned about what does and doesn't motivate women to get involved in physical activity since the original campaign launched two years ago.
We’ll be showing women that it doesn’t matter if you become active, stop, and then start again or do something different – it’s a normal process and a part of life.
Set to a new soundtrack by Beth Ditto blended with a narrative by the iconic poet, Maya Angelou, the new advert sees familiar faces from the original advert, Grace and Alice, return and continue their story.