The UK’s viral This Girl Can campaign that encouraged women to become more active and told them “I jiggle therefore I am” is about to launch an Australian spin-off.
The original 2015 video attracted more than 16 million views on YouTube and Facebook and featured women of all ages and sizes jogging, jumping, sweating and playing sport.
The organiser, Sport England, estimates the campaign inspired 2.8 million British women to get more active and hopes a partnership with VicHealth in Australia can produce similar results.
“When we started to evaluate it, that was when it got very exciting,” Sport England CEO Jennie Price told News Breakfast.
“We discovered women were really recognising themselves in the ad and as a result were thinking, ‘maybe I can get out there and get fit’.”
Sport England released a follow-up video earlier this year that continued the theme and focussed on women in particular stages of their life, such as motherhood and older age, as well as those with a disability.
It will be the first time the campaign has been replicated outside the UK and follows a VicHealth survey that found a worrying gender gap in sport participation and attitudes towards exercise in Australia.
Fast facts on exercise
- 41pc of women too embarrassed to exercise in public (26pc for men)
- 39pc of women believed they were not coordinated when it came to physical activity (24pc for men)
- 46pc of women found gyms and fitness centres intimidating (42pc for men)
- 30pc of women were uncomfortable…