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
Sport England’s This Girl Can campaign makes Australian debut
Sport England's highly successful This Girl Can campaign has made its first outing outside the UK, following the launch of an all-new version in Victoria.
Adapted by health promotion agency VicHealth, the campaign, which hit screens at the end of March, is a local version of the world-famous viral campaign by Sport England which inspired an incredible 3.9 million British women to ditch the couch and get active.
This Girl Can - Victoria aims to build upon this success and empower women across the state to get active and overcome feelings of judgment which new VicHealth research shows is stopping them from getting active.
The ad features everyday Victorian women - no airbrushed Instagram models - overcoming their fears and giving it a go, curves, jiggles, wrinkles and all. The women, from all across Victoria, participate in a range of activities from boxing, cycling and roller-derby to netball and AFL.
Advertisement's feature netballer 'Sally' participating despite being told she’s "too old to play" and while 'Tina' gets on her bike even after someone yells out "fat chicks shouldn’t wear lycra".
Announcing the campaign, Victorian Minister for Health Jill Hennessy stated “this Girl Can – Victoria shows everyday women getting 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.”
VicHealth Chief Executive Jerril Rechter said the fear of judgment – as well as actual experiences of judgement – stop too many women from being physically active, adding “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.”
Sport England Chief Executive Jennie Price said she was proud to partner with VicHealth on bringing This Girl Can to Australia.
Price advised “we’re really proud of our partnership with VicHealth. 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!”
Rechter said she had been overwhelmed by the number of Victorian women wanting to share their stories of how sport and exercise have improved their confidence, health and wellbeing.
Rechter concluded “we’ve listened to the stories of hundreds of Victorian women who’ve told us about what being active means to them and what they’ve had to overcome to do it,” she said.
“The women featured in This Girl Can - Victoria are everyday women who’ve found the confidence to get out there and get active. They’re doing it for themselves - not for anyone else. They’re doing it because they love it, and because they can.”
In the UK, This Girl Can was credited with getting 250,000 women more active within a year of its launch, and Sport England's own estimates suggest that it helped persuade up to 3.9 million women to start exercising.
This Girl Can – Victoria is a three-year campaign focused on empowering Victorian women to enjoy being active without worrying about judgement, gender stereotypes or skill level.
Among the materials is a TV advert, showing women taking part in a range of activities typical to Victoria – including roller-derby, AFL and netball.
VicHealth is the first organisation in the world to licence the This Girl Can campaign.
14th February 2018 - NEW VICHEALTH PROGRAM AIMS TO GET INACTIVE TEENAGERS AWAY FROM THEIR SCREENS
6th August 2017 - MORE THAN 40,000 WOMEN PREPARE TO BE PART OF WOMEN’S HEALTH WEEK
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
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
15th December 2016 - FERNWOOD FITNESS SURPASSES FUNDRAISING GOAL WITH $128,291 DONATED TO BCNA
23rd June 2015 - ONE IN FOUR FITNESS CLUB MEMBERS WOULD PAY MORE FOR SINGLE-SEX GYMS
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.
As of 2018, TicketServ operates as SeatGeek Asia Pacific Pty Limited, part of international ticketing platform SeatGeek. Click here to contact SeatGeek Asia Pacific via their entry in…read more
As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd. Click here to view the VIVATICKET Pty Ltd listing. 19th July 2018 - ENTA…read more
Augmented Creative is an open organization of like-minded and highly dedicated, creative people who conceive, plan and execute visual solutions. We pursue new and innovative visual ideas to help…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
Over the past 10 years Debitsuccess has been providing expert billing services to businesses across Australia. Debitsuccess is now the largest full service direct debit provider in Australasia,…read more
Gladstone Health & Leisure (Gladstone MRM Pty Ltd Australia) is a leading supplier of leisure management and fitness software and is endorsed by leading health and fitness professionals and…read more
revolutioniseSPORT is the emerging market leader in online club management in Australia. Whether it is memberships, registrations, events, online sales or governance tools - revolutioniseSPORT is the…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!