VicHealth launches Australian version of viral ‘This Girl Can’ campaign

VicHealth has launched a new Australian version of the world-renowned ‘This Girl Can’ campaign, titled ‘This Girl Can – Victoria’.

The campaign, created by women from VicHealth’s social marketing team, is designed to empower women across the state to get active and overcome any feelings of judgement when exercising.

This Girl Can – Victoria features Victorian women of all ages, shapes and sizes playing netball, surfing, bike riding, playing soccer, dancing, running and boxing.

Jill Hennessy, Minister for Health, said the campaign shows “everyday women” playing sport, putting themselves out there and having a go.

“This campaign is all about getting Victorian women active, feeling proud of themselves and reaching their goals.

“In Victoria, only two in five of us do enough physical activity to be healthy and we know that women in particular are less active than men. We want to inspire as many women as possible to get active and prove that in Victoria, all women and girls most certainly can.”


Natalie Hutchins, Minister for Women, agreed, saying This Girl Can – Victoria is about empowering women to “smash outdated stereotypes”.

Jerril Rechter, VicHealth CEO said if women see themselves represented on screen, they are more likely to overcome feelings of guilt, shame and embarrassment.

“Over half of Victorian women worry about being judged while exercising and for over 40 % this feeling of embarrassment or intimidation is so strong it actually stops them from taking part in sport or exercise.

“Concerns about how they look, that they aren’t skilled enough or that they should be prioritising their family or work over exercise are genuine obstacles for women. However, we know if women can identify themselves in advertising and in the media, they’re more likely to overcome this fear of judgement.

“This Girl Can features everyday women staring down their critics and getting active regardless of how they look or how sweaty they get.

“This campaign isn’t about making women feel bad about not doing enough exercise. It’s about celebrating what they can do, even if that’s just a walk around the block or a few laps of the pool.”

Sports England CEO, Jennie Price, said she was proud to partner with VicHealth to bring the This Girl Can campaign to Australia.

“This ad is visibly part of the This Girl Can family – but it’s your campaign…it’s all about Victorian women. We’ve had enormous success in England and I think it’ll be a fantastic success here in Victoria too!”

The ad was directed by Walkey-Award winning independent film-maker Celeste Geer.

Emma Hill, managing partner and creative director at The Shannon Company, was the creative director.


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