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Federal Health Minister orders his department to stop paying social media influencers

Federal Health Minister orders his department to stop paying social media influencers
July 21, 2018

Federal Health Minister Greg Hunt has ordered his department to stop paying social media influencers.

The move follows revelations made yesterday by Sydney newspaper The Daily Telegraph that the Federal Department of Health had spent more than $600,000 in taxpayer funds promoting its Girls Make Your Move campaign via social media over the past 18 months.

In a statement, Minister Hunt advised "at my request, the department is pausing and reviewing any use of influencers.

"There would need to be a demonstrated benefit and demonstrated suitability of any individual going forward, for this to recommence.

"This would need to include a thorough assessment and vetting process linked to improving the health of Australians."

The payment to Instagrammers came under fire after data-analysis firm Lumio found although many accounts had hundreds of thousands of followers, they were not all "valuable" from an advertising perspective.

The Daily Telegraph reported several others contracted for the women's exercise campaign also promoted alcohol on their accounts, and that one social media influencer was paid to post on Instagram despite them having previously been forced to apologise for posting racist content.

Minister Hunt said on Friday that his Department was reviewing its social media strategy and there needed to be a thorough vetting process.

Based on a successful post 2012 Olympics initiative by Sport England, the Girls Make Your Move social media campaign was part of a broader Department of Health initiative developed to, "address the lower level of physical activity and barriers faced by young Australian women".

The social media spend included paying a number of Instagrammers for posts encouraging their followers to get involved in activities like kickboxing, yoga, surfing, roller derby and rock climbing.

Girls Make Your Move has also partnered with several fitness chains, including the YMCA, to offer free trial gym memberships to young women.

Images: Promotion of the Girls Make Your Move campaign (top) and Federal Health Minister Greg Hunt (bottom).

20th July 2018 - SOCIAL MEDIA STARS PAID HUNDREDS OF THOUSANDS OF DOLLARS TO PROMOTE GIRLS MAKE YOUR MOVE CAMPAIGN

22nd April 2018 - VICHEALTH CAMPAIGN LOOKS TO OVERCOME BARRIERS TO WOMEN’S ACTIVITY

4th April 2018 - SPORT ENGLAND’S THIS GIRL CAN CAMPAIGN MAKES AUSTRALIAN DEBUT

14th February 2018 - NEW VICHEALTH PROGRAM AIMS TO GET INACTIVE TEENAGERS AWAY FROM THEIR SCREENS

27th September 2017 - AFLW CONFIRM FURTHER EXPANSION PLANS OVER NEXT TWO YEARS 

6th August 2017 - MORE THAN 40,000 WOMEN PREPARE TO BE PART OF WOMEN’S HEALTH WEEK

27th July 2017 - SURVEY SHOWS FERNWOOD DELIVERS AUSTRALIA’S MOST SATISFIED FITNESS CLUB MEMBERS 

25th July 2017 - ACCLAIMED SPORT ENGLAND FEMALE ACTIVITY CAMPAIGN TO LAUNCH IN AUSTRALIA

20th July 2017 - NEW PLAN TO GET VICTORIANS MORE ACTIVE

3rd April 2017 - YMCA BACKS ‘GIRLS MAKE YOUR MOVE’ CAMPAIGN WITH FREE GYM ACCESS

8th March 2017 - EDUCATION BODIES CALL FOR PHYSICAL EDUCATION NEEDS TO BE AT THE FOREFRONT OF EVERY CHILD’S SCHOOLING 

23rd Febraury 2017 - AWRA TO TRADE AS WOMEN SPORT AUSTRALIA

20th February 2017 - FEDERAL GOVERNMENT REVIVES GIRLS MAKE YOUR MOVE ACTIVITY CAMPAIGN 

16th February 2017 - VICHEALTH SUPPORTS DIVERSE COMMUNITIES THROUGH INNOVATION IN SPORT

28th January 2017 - NEW SPORT MINISTER BACKS WOMEN’S SPORT AND ACTIVITY 

8th December 2016 - LANDMARK STUDY FINDS SPORT STRUGGLING TO KEEP YOUTH ENGAGED 

24th September 2016 - GENDER BALANCE IN SPORT VITAL TO IMPROVING PUBLIC HEALTH

9th September 2016 - GOVERNMENT ANNOUNCES A NATIONAL DIGITAL GATEWAY FOR WOMEN’S HEALTH 


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