05 Apr 2018 Sport England's This Girl Can campaign 'goes global' with Australian debut BYTom Walker
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, 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."
18 Apr 2024
The Global Wellness Institute (GWI) has released new data on the US’ wellness economy, valuing it at US$1.8 trillion. According to the
.... more>>
18 Apr 2024
The fitness sector’s pivot to active wellbeing is being discussed in a new weekly podcast, called The Conveners, and hosted by chair of GM Active and
.... more>>
17 Apr 2024
Everyone Active has launched a golfing brand, Everyone Golf, after new contract wins made it the UK’s second-largest golf operator in the UK, with ten
.... more>>
16 Apr 2024
UK Active has announced details of its annual health and fitness industry awards ceremony, which will take place in Birmingham on the evening of
.... more>>
16 Apr 2024
Social enterprise, Places Leisure, which is part of the Places for People Group, has appointed Belinda Steward as MD. Steward was previously MD at
.... more>>
UK Trade & Investment The Global Sports Projects Team helps
overseas event organisers to identify UK
suppliers and to learn more about the UK's
capability in this competitive field. View full profile>>
