Championing female sporting power

Launched during the Women’s FA Cup final on BBC, the new spot, We Know Our Place, challenges the stance that “women should know their place” by replacing it with a powerful celebration of inspirational sportswomen finding their place at the front and centre of sports' biggest matches.

Created by BBC Creative and directed by Judith Veendaal, through Stink, the film highlights the passion, dedication and success of female athletes, from young girls finding their calling, to famous sports stars who have helped them get there.

Through fast-paced imagery, the film shows women selling out Wembley, impressing audiences on Centre Court and uplifting a nation with their talent and sporting prowess.

In a study by Women in Sport, they found that by age 17-18, three in 10 girls say they ‘are sporty,’ compared to around six in 10 boys, citing feeling uninspired and limited as one of the main reasons holding them back.

This campaign carries on the important work of increasing the representation of women in sport and the impact that this has on young girls, giving them new role models and showing them the female power that is championing sport in this country.