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BBC Women in Sport Brand Purpose

BBC ‘We Know Our Place’ film highlights abilities of female athletes


By Amy Houston, Senior Reporter

May 18, 2022 | 3 min read

Trailing an incredible summer of women’s sport on the BBC, the channel’s in-house creative team has made a 60-second film titled ‘We Know Our Place.’


BBC Creative ad / BBC Creative

Launched during the Women’s FA Cup final, the short video challenges the stance that ‘women should know their place’ and replaces it with the powerful, celebratory phrase ‘we know our place.’ It highlights the passion, dedication and success of female athletes, from young girls finding their calling to famous sports stars including Lucy Bronze, Kadeena Coz and Nat Sciver.

“The BBC is the home of big sporting events and has led from the front in showcasing women’s sport to the widest possible audience,” said Barbara Slater, director of BBC Sport.

“In 2019 we ‘changed the game’ with over 45 million people watching women’s sport and continued this support with events such as the Women’s Six Nations, FA Cup, the launch of The Hundred and the new WSL rights deal. This summer is another huge moment for women’s sport deserving of our unrivaled coverage, delivering many memorable moments.”

Directed by Stink’s Judith Veenedaal, the ad shows women selling out Wembley, impressing audiences on Centre Court and inspiring a nation with their talent and sporting prowess.

“It was a great opportunity to work with the talented team at the BBC, especially for a project with such an important message at its core,” added Veenedaal.

“As a mother myself I know what it means to inspire and encourage the next generation of women. To not see the barriers but the opportunities. Working with these elite athletes to achieve that goal was a privilege for such an important campaign.”

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BBC: We Know Our Place by BBC Creative


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