Manchester City & Sure Empower Millions to Move More
August 27, 2021
As part of the Sure Breaking Limits Programme in partnership with Beyond Sport, Manchester City F.C. and antiperspirant/deodorant brand Sure (or Rexona, Degree or Shield, depending on where you are in the world) have teamed up to inspire people to move more without the fear of being judged on their appearance.
As Manchester City notes, "no matter where you look...people with disabilities lack representation. It’s not just disabled people that society overlooks when it comes to movement. People face judgement and discrimination for many different reasons, such as their age, race, gender, body type or perceived ability."
Research conducted by Sure found that the fear of judgement stops 1 in 2 people in the UK from moving. Additionally, disability charity Scope found that 53% of UK adults are discouraged from getting out and active. This increases to 58% for people with disabilities.
The "Watch Me Move" campaign challenges stereotypes and advocates for new role models who have the power to inspire the next generation of movers. Its global television ad and content hub features eight athletes who are breaking society’s idealized image of the human body, ignoring the judgement around them. Manchester City and England amputee footballer, Sean Jackson, is one of the participants. The hard-hitting campaign falls within Sure parent company Unilever's 'Act 2 Unstereotype' committment to promoting positive and inclusive portrayals of people to counteract prejudice in society.
Chris Barron, vice-president of beauty and personal care UK&I at Unilever, stated: “We know that people often feel hindered because of perceptions of what makes a ‘mover’, and by shining a light on the inspirational people in our ‘Watch Me Move’ film we want to start to address some of the barriers that exist when we exercise.”
The Sure Breaking Limits Programme is focused on supporting youth, particularly those who face the biggest barriers to being active, and equipping them with critical life skills such as confidence, teamwork and resilience. As part of the programme, the brand has partnered with eight UK based NGOs that work with disadvantaged youth and focus on using sport for social development.
“By working with our partner organizations to create our Sure Breaking Limits Program, we want to give those people who don’t believe they meet society’s expectations the confidence to move – whoever they are and however they move,” states Barron.
In partnership with Beyond Sport and best-in-class sport for social development non-profit organisations, including The Change Foundation and Activity Alliance, the programme aims to empower young people in the UK with the confidence and opportunity to move more through sports-based programmes. It also equips coaches, teachers and community leaders with the skills to empower young people with the confidence to overcome barriers and achieve more.