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05 Apr 2018

Sport England's This Girl Can campaign 'goes global' with Australian debut
BY Tom Walker

The Australian version of This Girl Can shows women taking part in a range of activities typical to the state of Victoria

The Australian version of This Girl Can shows women taking part in a range of activities typical to the state of Victoria
photo: Sport England

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, Australia.

VicHealth, a health promotion foundation, has released a new video as part of its This Girl Can - Victoria campaign, a local version of the groundbreaking This Girl Can UK.

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.

In the UK, the campaign included TV and broadcasting advertising, accompanied by cinema, outdoor, and social media advertising – including a Twitter campaign using the hashtag #thisgirlcan.

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.

The campaign features everyday Victorian women overcoming their fears and "giving it a go, curves, jiggles, wrinkles and all".

Among the materials is a TV advert, showing women taking part in a range of activities typical to Victoria – including roller-derby, Aussie rules football and netball.



VicHealth is the first organisation in the world to licence the This Girl Can campaign.

Sport England's head of campaigns, Kate Dale, said: "Fear of judgement isn’t confined to one country – with half of women in Victoria, Australia saying it holds them back from taking part too.

"We’re thrilled to see the launch of VicHealth’s local version of This Girl Can."



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