The campaign will look to capitalise off the success of the viral British version, which reached 3.9 million women.
Health promotion foundation VicHealth has launched a new Australian version of the global ad campaign This Girl Can.
The TV ad, created by The Shannon Company, acts as a local version of the world-famous viral campaign by Sport England, targeting Victorian women.
The original English campaign inspired 3.9 million British women to ditch the couch and get active.
The local campaign, aims to do the same in Victoria and features 12 everyday local women getting active regardless of their fitness level, ability or how they look.
To authentically target women, VicHealth tapped mostly women to produce the ad, including a female creative director, TV director, photographer and the majority of the production crew.
“Over half of Victorian women worry about being judged while exercising and for over 40% this feeling of embarrassment or intimidation is so strong it actually stops them from taking part in sport or exercise," VicHealth CEO Jerril Rechter says.
“Concerns about how they look, that they aren’t skilled enough or that they should be prioritising their family or work over exercise are genuine obstacles for women. However, we know if women can identify themselves in advertising and in the media, they’re more likely to overcome this fear of judgement."
The ad will play on metro and regional TV networks, in cinemas, across digital and is accompanied by outdoor ads.
