VicHealth set to launch a new This Girl Can campaign

Following on from their highly successful This Girl Can campaign which inspired almost 400,000 Victorian women to get active, VicHealth is set to launch a new This Girl Can – Victoria ad early next year.

The foundation is seeking more everyday women to come on board as ambassadors.

This Girl Can - Victoria, which features real local women instead of professional athletes or airbrushed Instagram models, has led to an incredible one in five Victorian women increasing their physical activity since the campaign launched in March 2018.

In an effort to inspire even more women to get active, VicHealth’s new This Girl Can – Victoria ad will feature more Victorian women. The foundation is searching for a diverse range of women across the state to star in the new tv commercial and become ambassadors for the program.

Health Minister Jenny Mikakos encouraged Victorian women to share their stories of being active and overcoming judgement for the chance to become a This Girl Can – Victoria ambassador and feature in the new ad.

Minister Mikakos advised: “This Girl Can – Victoria is all about empowering women to smash the stereotypes about what they can and can’t do in the gym, on the sporting field or in our neighbourhoods. We want all women to feel comfortable in getting active however, whenever or wherever they choose.

“Embarrassment or a fear of being judged shouldn’t be a barrier in improving your physical and mental health – it’s great to see this campaign’s success in combatting this.”

VicHealth Acting Chief Executive Dr Lyn Roberts AO said the campaign’s phenomenal results showed the power of seeing ‘real’ everyday women getting active.

Dr Roberts added: “Before the campaign, our research showed more than half of Victorian women were worried about being judged while exercising – for 41% this fear of embarrassment was so bad it stopped them from getting out and active.

“Now almost 90% of women who’ve seen the campaign feel it’s helped women increase their confidence and overcome their fear of being judged when being active.

“You can’t be what you can’t see. This Girl Can – Victoria is the opposite of “fitspo” influencers who make us feel like we’re not good enough. The women in our campaign are real people with real life fears and struggles. Women relate to them and think if she can – so can I!”

Dr Roberts encouraged women who’ve felt intimidated or judged when being active to share their story to help others enjoy the benefits of being active.