96% of young women understand that physical activity is good for them. 9 in 10 girls want to be more active. But still there is a constant decline in physical activity levels as girls get older. By the time they are 17, 59% of young women say they are too busy to participate and 68% avoid taking part due to body confidence issues. Change is needed to encourage and support young women to find healthy, active habits that work for them. 

It’s My Move explores a range of factors that prompt the decline in physical activity by young women: 

• Contention for time prompting a switch from organised physical activity to self-driven activities 
• The importance role of fun and friendship in motivating young women to take part  
• Conversely, the demotivating forces of pressure and expectation to perform 
• Self-reported barriers such as fear of failure and judgement 
• The role of technology in helping young women activate at home  

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