SeatGeek is a search engine and mobile-focused ticket marketplace that allows fans to buy and sell tickets for live events. As of August 2018, SeatGeek has exited the Australian, New…read more
Social media stars paid hundreds of thousands of dollars to promote Girls make your Move campaign
The Federal Department of Health has reportedly paid more than $600,000 in taxpayer funds over the past 18 months to social media influencers to promote its Girls Make Your Move campaign.
As reported today by Sydney newspaper The Daily Telegraph, female influencers have been paid to post fitness photos on their Instagram accounts, with some understood to get as much as $3000 a post.
Those hired include one Instagramer sponsored by alcohol companies, one who promotes extreme dieting and another who had to apologise in 2017 for racist tweets.
Aiming to, according to the Federal Department of Health "address the lower level of physical activity and barriers faced by young Australian women", Girls Make Your Move was inspired by Sport England's This Girl Can initiative, which successfully encouraged millions of women to be more active.
Figures reported by The Daily Telegraph show that since 2016 to June this year the Federal Department of Health spent $826,157 hiring influencers to make paid social media posts.
The bulk of the money was allocated under the Girls Make Your Move campaign.
In the first stage of the campaign in 2016, the Federal Department of Health Health spent $100,000 hiring 27 influencers to make 33 posts. In the six months from January this year another $237,057 was spent.
While many of the accounts promoting the campaign have up to hundreds of thousands of followers, The Daily Telegraph pointed to a report by data analysis firm Lumio that found many accounts were not "valuable" from an advertising perspective.
It comes as there has been increasing scrutiny on social media ‘stars’ who charge brands for sponsored posts, with major companies dumping Instagrammers because of concerns about their influence.
Some of those hired by the Federal Department of Health have built followings with accounts dominated by swimwear shots while several of the influencers working with the campaign have also used their accounts to endorse drinking, often in partnership with alcohol brands.
A spokesperson for Federal Health Minister Greg Hunt said the Minister "did not endorse" the Girls Make Your Move Instagram posts and "found them offensive".
The marketing agency responsible for the campaign reportedly no longer has the Government advertising contract.
One of the most popular influencers involved in the Girls Make Your Move campaign was Lily May Mac, who has more than three million Instagram followers.
The 24-year-old was forced to make a public apology last year for tweets she sent in the past using racist language and homophobic slurs, which she subsequently described as being indicative of a "distasteful sense of humour".
Images show paid Instagram posts promoting the 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
31st July 2017 - MEDIA GROUP LAUNCHES FITFLUENCER NETWORK
20th July 2017 - NEW PLAN TO GET VICTORIANS MORE ACTIVE
3rd April 2017 - YMCA BACKS ‘GIRLS MAKE YOUR MOVE’ CAMPAIGN WITH FREE GYM ACCESS
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
31st August 2015 - SOCIAL MEDIA BOOSTS CONSUMER ADOPTION OF ‘ACTIVE’ LIFESTYLES
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
SLE Worldwide Australia is a Managing General Underwriter specialising in insuring risks in the world of Sports, Leisure and Entertainment. Be it relaxing, playing, organising or watching sports,…read more
Headquartered in Brisbane with an Australia-wide network of satellite offices, PaySmart is one of Australia’s largest and longest-standing direct debit billing companies. In 1996 we began…read more
Clubware’s online gym software is not your run of the mill management system. It has been carefully designed to incorporate all the elements that a fitness club would need. How did we do that?…read more
METRA Australia is your innovation partner for smart electronic locking, Access Control solutions and cashless payment systems to suit all types of leisure facilities. Our team’s…read more
Turnstile Entry Systems and Access Control Centaman Entrance Controls’ Award Winning Range of Access Control Systems includes tripod & triarm turnstiles, speedgates, full height…read more
Established in 1994, Ceramic Solutions has excelled at the supply and installation of swimming pool tiles and equipment for the pool and leisure industry, with a focus on the needs of end-users. …read more
Neptune Benson is a manufacturer of high quality water filtration and disinfection products for the recreational, industrial, and municipal water markets. With more than 20,000 installations…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!