The Victorian Government is set to use “authentic stories” from women as it looks to localise the successful This Girl Can campaign for the Australian market and make it the backbone of its health promotions for the next three years.
Stefan Grun, VicHealth’s executive marketing manager, told Mumbrella that the initiative aims to challenge an “ingrained culture” that means females are “incredibly harsh” on themselves.
This Girl Can was a hugely successful campaign that launched in 2015 in the UK that showed girls of all shapes and sizes exercising.
With the tagline “I jiggle therefore I am”, it aimed to address a statistic that 41% of British girls were too embarrassed to exercise in public.
Tanya Joseph, the architect of the original campaign, is a keynote speaker at Mumbrella’s Health and Wellness Marketing Summit next month.
The original UK version attracted more than 16 million views on YouTube and Facebook and showed women
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