New Campaign Inspiring Thousands Of Women To Get Active

29 February 2020

Women of all ages and abilities will be inspired to get more active through a powerful new campaign launched today by the Andrews Labor Government.

Minister for Health Jenny Mikakos today launched the new This Girl Can - Victoria campaign, which focuses on positivity and the importance of seeing everyday women on social media.

New research from VicHealth found two-thirds of women are not motivated by #FITSPO images of women on Instagram and around a third feel bad or inadequate about their own bodies and fitness when they see #FITSPO images.

The research also found over three-quarters of women want to see a range of female body shapes in physical advertising.

More than half of Victorian women are not sufficiently active – taking part in less than 30 minutes of physical activity on five or more days a week.

Now in its third year, the campaign has encouraged more than 400,000 Victorian women to get out and get active.

The new ad campaign features everyday women from right across Victoria, including body-positive personal trainer Natasha Korbut and amputee swimmer Karen Veldhuizen, who are encouraging women to focus on how getting active makes them feel, rather than what they look like.

During This Girl Can Week from 23-29 March many physical activity providers, gyms and organisations offer fun, beginner-friendly events to increase the number of women walking through their doors.

The Labor Government provided $40 million in 2018/19 to support VicHealth activities promoting healthy eating, keeping people active and improving wellbeing.

The This Girl Can - Victoria campaign is part of the Labor Government’s work to promote gender equality and increase female participation in sport and all forms of physical activity.

Quotes attributable to Minister for Health Jenny Mikakos

“This is about encouraging, motivating and inspiring women to become more active. Whether it’s yoga in your trackies, dancing with friends or playing a team sport – it’s about getting up and getting physical.”

“We are empowering women to feel comfortable in their bodies and in public spaces. Women should feel confident getting active whenever, wherever and however they choose – without worrying about being judged.”

Quotes attributable to VicHealth Head of This Girl Can Melanie Fineberg

“Our research shows women want to see social media posts that promote women of all shapes and sizes getting active in a realistic way – sweat, red faces, jiggles and all.”

“Women in our ad celebrate how getting active makes them feel – whether it’s the fun of playing in a team, the calm of yoga or the joy of swimming. It’s about moving our bodies because it feels good and because we can.”

Reviewed 30 July 2020

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