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Social media stars paid hundreds of thousands of dollars to promote Girls make your Move campaign

Social media stars paid hundreds of thousands of dollars to promote Girls make your Move campaign
July 20, 2018

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

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 

31st August 2015 - SOCIAL MEDIA BOOSTS CONSUMER ADOPTION OF ‘ACTIVE’ LIFESTYLES

25th April 2015 - ALCOHOL INDUSTRY USES SOCIAL MEDIA TO PRESENT DRINKING AS AN INTEGRAL PART OF THE SPORT EXPERIENCE


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