BBC ‘We Know Our Place’ Short Film Celebrates Women In Sport & Broadcaster’s Summer Of Female Sport

The BBC launched a short film in Mid-May called ‘We Know Our Place’ which celebrated women in sport, highlighting their commitment and skill and trailed the national broadcaster’s upcoming summer of women’s sport.

The BBC Sport video challenges the out-of-date idea that ‘women should know their place’ and replaces it with the powerful, celebratory phrase ‘we know our place.’ The promo highlights the dedication, passion and success of female sports stars: from young girls searching for an athletic calling to famous professional sports stars such as Lucy Bronze, Kadeena Coz and Nat Sciver.

The film, which was helmed by Stink Director Judith Veenendaal, takes viewers on a female-focused sporting journey featuring female footballer selling out Wembley Stadium, impressing the crowds on Centre Court and inspiring the nation with their ability and talent.

Developed in-house by BBC Creative, the 60-second spot debuted on television during the BBC’s coverage of the Women’s FA Cup Final (14 May) and then rolled out across the broadcaster’s other linear TV channels, BBC iPlayer streaming service, radio, digital platforms, social media channels with Out-Of-Home support.

At the film launch event, the BBC said its long-standing commitment to women’s sport has “powered inclusion, growth and normalisation” and that the broadcaster will continue this role with another summer of women’s sports content in 2022: including the UEFA Women’s Euros, Wimbledon, European World Athletics Championships, Commonwealth Games and The Hundred.

“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,” added Director Of BBC Sport Barbara Slater in the launch PR. “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 unrivalled coverage, delivering many memorable moments.”

“As a mother myself I know what it means to inspire and encourage the next generation of women,” commented Director Judith Veenendaal. “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.”

“It’s great to feature alongside such extraordinary, inspirational female athletes who certainly know their place,” commented Norther Ireland soccer star Simone Magill who appears in the film.

Comment

This empowering BBC film from the BBC’s BAFTA award-winning in-house creative agency promises a great summer of women’s sport and follows in the footsteps of other recent female sports focused short films like Heroes Of The Today’s ‘The Dream’ and Puma/COPA90 ‘Do Both’.