A cool new campaign is helping women overcome their exercise demons

Women are staying away from the gym because they feel judged while exercising, but a new Aussie campaign aims to fix that.

Last week saw the launch of the This Girl Can – Victoria campaign, which seeks to reproduce the substantial success of the original British This Girl Can campaign.

The new campaign aims to address these concerns, by empowering women to get active.

Check it out here:

“This campaign is all about getting Victorian women active, feeling proud of themselves and reaching their goals,” Minister for Health Jill Hennessy said.

“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.”

The British version, which carried the tagline “I jiggle therefore I am”, showed women of all shapes, sizes and ages engaging in exercise.

Check out the British original here:

Since its 2015 launch, it has amassed more than 16 million views on YouTube and Facebook and is estimated to have inspired 2.8 million British women to get moving.

It responded to research which showed that 41% of British girls were too embarrassed to exercise in public.

According to VicHealth, more than half of women in Victoria feel the same way – concerned that they are being judged while exercising.

“For over 40%, this feeling of embarrassment or intimidation is so strong it actually stops them from taking part in sport or exercise,” VicHealth chief executive Jerril Rechter said.

“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.”

The research also showed that 46% of Victorian women found gyms intimidating.


What do you think of the new campaign?

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Journo turned fitness professional, passionate about helping people to live a healthier and happier life! A long way from London, I now call Sydney home.

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