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 CEO Jennie Price said she was proud to partner with VicHealth on bringing This Girl Can to Australia: “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!”
Ms 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.
“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.”