This Girl Can campaign launching in Victoria

Health promotion foundation VicHealth is seeking Victorian women to feature in a new local version of the world-renowned This Girl Can campaign to improve the health of women across the state.


VicHealth CEO Jerril Rechter today announced the foundation will deliver a new Australian version of the highly successful Sport England campaign to be delivered in Victoria, showcasing real local women giving it a go and getting active regardless of their fitness level, ability or how they look.


This is the first time the campaign will be delivered outside of the UK. Ms Rechter provided a sneak peak of the first phase of This Girl Can Victoria alongside Sport England CEO Jennie Price and three local women taking part in the campaign, at Melbourne Sports and Aquatic Centre this morning.


The campaign will aim to help Victorian women overcome feelings of judgement when exercising, following unpublished VicHealth research identifying fear of judgement and intimidation as key factors holding women back from getting active.


More than 41% of women surveyed identified as feeling too embarrassed to exercise in public.


Ms Rechter said VicHealth was calling for women to share their story and be part of the global This Girl Can movement to help others overcome the fear of judgement they experience that stops them from participating in physical activity.


“This Girl Can is a celebration of active women who are doing their thing no matter how they look, how well they do it, or how sweaty they get,” she said.


“Our research shows too many Victorian women feel too intimidated or embarrassed to take part in sport or exercise. Concerns about how they look when they exercise, that they aren’t skilled enough to exercise or that they should be prioritising their family or work over activities, are real obstacles many women face when starting a sport or exercise program.


“We’re calling for Victorian women to share their story and be part of this ground-breaking campaign which is all about women inspiring other women to get active.”


Ms Price said she was immensely proud of the This Girl Can campaign and was excited to see the new Victorian version on screens in early 2018.


“The fear of judgement is a universal issue facing women the world over, and while This Girl Can has made a real difference since it launched by helping 2.8 million women get active, we want to take our campaign further.”


Ms Rechter said she hoped the campaign would encourage Victorian women to smash outdated stereotypes and take advantage of the increasing opportunities for women in sport and physical activity.


“We want to see this campaign inspire women to smash old-fashioned stereotypes about what women can and can’t do in sport, in the gym and in their neighbourhoods.”


All Victorian women have the opportunity to share their story to be part of the new This Girl Can campaign, with the chance to feature in the television advertisements which will air in early 2018.


Victorian women can submit their stories at or by visiting the mobile story pod which will be touring Victoria over the remainder of 2017.


25 July 2017.