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Natalie Hutchins, Minister for Women, agreed, saying This Girl Can – Victoria is about empowering women to “smash outdated stereotypes”.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.
Linkedin
You must be kidding me. Most gyms have more women than men these days and if you accidentally look in the wrong direction and cross eyes with one, you’re a sleaze because you know, it’s 2018 and all men are rapey.
What you won’t find in gyms is very overweight and obese people because they’re petrified of being judged or not knowing how to use the machines effectively. And that’s EITHER SEX.
So how about a campaign for all those anxious ones of all ages and all sexes rather than pandering to women again.
The token black muscle woman interwoven is a nice touch though.
User ID not verified.
1 in 5 women have been subject to sexual violence. Almost all women have been harassed by men at some point. So yes, that means the look of every man is a potential for threat.
So how about some compassion for the safety and comfort of women instead of just how it kind of offends you that the women you’re catching eyes with have no way of knowing which category you’re in?
You can help stop ‘it’s 2018 and all men are rapey’, by helping men not to be rapey.
Thanks.
– All women
User ID not verified.