This Girl Can 2021 campaign encouraged record number of women to get active and stay active

December 3, 2021

Fitness / Marketing / Recreation / Sport / Wellness /

As a result of VicHealth’s This Girl Can – Victoria campaign and despite the COVID challenges of 2021, more than 340,000 women across Victoria have been inspired to get active and stay active - making it the campaign’s most successful year yet.

Now in its 4th year, a post-campaign survey by La Trobe University shows the campaign supported around 1 in 6 women aged 18 to 65 in Victoria to move their bodies through inspirational videos and free and inclusive online workouts.

Even more impressive is that 8 in 10 (81%) of the women who got active after seeing the campaign, were still keeping active four months later.

Victorian Minister for Women Gabrielle Williams notes “The This Girl Can campaign is empowering women to be active and breaking down outdated stereotypes of what they can or can’t achieve in the gym, on the sporting fields, in our neighbourhoods and in the great outdoors.

“This is about leveling the playing field and enabling more women to prioritise their own health and well-being, embracing physical activity that suits them in supportive and welcoming environments.”

The La Trobe University survey found that the women who did something active as a result of This Girl Can – Victoria in 2021 enjoyed a range of health benefits, including:

2 in 5 (40%) reported improved general wellbeing
1 in 4 (26%) experienced better physical wellbeing, and
1 in 5 (22%) felt a better sense of mental wellbeing.

VicHealth’s Head of This Girl Can – Victoria, Melanie Fineberg said we must support women to be active in ways that feel good and suit them.

Fineberg added “It’s so great to see that so many women across Victoria are making their physical and mental wellbeing a priority this year, despite the ongoing challenges of the coronavirus pandemic. And we’re excited that the This Girl Can – Victoria campaign could support them on their journey.

“Women have had to juggle so much yet again, from home schooling and parenting to work, study and other commitments. Physical activity and movement have positive impacts on mental wellbeing, so it’s more important than ever for all of us to support women to keep active in any way they can.”

Case Study
Justine Streager, 32 from Keysborough in Melbourne, says This Girl Can – Victoria has inspired her to get active and connect with other active women, while juggling motherhood, working from home and the many other challenges of life in 2021.

“I really resonate with the messaging of This Girl Can, because it's all about just getting out and giving it a go without fear of judgement,” says Streager.

“Worrying about what others think is something that has plagued my mind. Surrounding myself with the messaging of This Girl Can, and getting involved with activities that align with this messaging, made me feel safe to try lots of different activities.”

In 2020/21, Streager tried online group training with a diverse personal trainer and couch to 5km using the NHS CHOICES UK podcast. When restrictions allowed, she also tried hiking with Escaping Your Comfort Zone, which she’s now a leader for, and GO Soccer Mums."

Streager.added “I've documented my experiences on Instagram and I love being encouraged by This Girl Can and others, and also seeing others doing the same as me, just giving it their best. I love making social connections and supporting and uplifting others in their fitness goals too.

“I'm no longer sitting on the sidelines and am no longer isolated. I have community and that feels big.”

Women of all ages and abilities can get involved in This Girl Can – Victoria by checking out the beginner-friendly workouts at This Girl Can Get Active @ Home, joining the community on Facebook, Twitter and Instagram, or following the #ThisGirlCanVIC.

For more information visit thisgirlcan.com.au

Key Statistics
In 2021, This Girl Can – Victoria advertisements featured on TV, digital, social media, print and out of home between February and June.

In 2021, over 340,000 women were inspired to get active as a result of seeing the This Girl Can Victoria campaign. That's approximately 1 in 6 Victorian women aged 18 – 65.
When surveyed again in September 2021, 8 in 10 (81%) continued doing the active actions they reported in the May/June 2021 survey over the last 4 weeks[1].
3 in 5 (58%) of those who were inspired to get active as a result of the campaign were committed to continuing this change throughout the rest of the year, and an additional 1 in 3 (34%) said they were somewhat committed to maintaining their activity levels.
This Girl Can – Victoria has inspired an average of 309,000 women to get active each year since the campaign began in 2018. Since 2019, the annual figure has increased by an average of 7% year on year. Breakdown of women aged 18-65 inspired to get active each year of the campaign:
2021 - 340, 364
2020 - 319,641
2019 - 291,893
2018 - 285,751
In 2018 (the campaign's first year) the campaign inspired more than 285,000 women to get active – this year’s results show a 19% increase on that figure, with more than 340,000 women moving their bodies in 2021.

1st December 2021 - Health and exercise sector organisations come together to form new Health and Exercise Professional Forum

25th November 2021 - New Active Australia Alliance looks to represent ‘community leisure industry’

25th November 2021 - With a new vision for health and wellbeing Fitness Australia announces rebranding as AUSactive

21st March 2021 - This Girl Can 2021 campaign supports Victorian women becoming active again following COVID

12th March 2021 - Wyndham City creates calendar of free activities ahead of This Girl Can Week

1st December 2020 - VicHealth’s This Girl Can campaign inspired large number of Victorian women to keep moving through COVID restrictions

16th November 2020 - Hepburn Council supports Victoria’s ‘This Girl Can’ campaign

2nd March 2020 - VicHealth’s new This Girl Can campaign focuses on positive feelings

14th February 2020 - Information workshop on This Girl Can program offered in Bass Coast

29th August 2019 - Casting call for Victorian women to feature in the next This Girl Can campaign

16th August 2019 - VicHealth set to launch a new This Girl Can campaign

19th August 2018 - VicHealth looks to enhance This Girl Can campaign in regional Victoria

4th April 2018 - Sport England’s This Girl Can campaign makes Australian debut

21st September 2021 - ASF report says community sports clubs facing uncertain future and financial strife

9th February 2021 - Community sport facilities deliver $7 billion value to Victoria

25th June 2021 - Global survey finds that more than 50% of women harassed while training at the gym

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