The latest VicHealth campaign 'This Girl Can' features Okenyo's Woman's World 2.0 ft. Miss Blanks and Jesswar.
54 year old Sally throws a netball, Tina's powering on a bike in her lycra, helmeted Miranda pushes through her opposition in roller-derby and Joys punches into a bag. They're four of the twelve local women starring in the powerful new This Girl Can - Victoria campaign launched last night by health promotion foundation VicHealth via The Shannon Company.
The campaign, which hit screens last night, is a local version of the world-famous viral campaign by Sport England which inspired an incredible 3.9 million British women to ditch the couch and get active.
This Girl Can - Victoria aims to build upon this success and empower women across the state to get active and overcome feelings of judgment which new VicHealth research shows is stopping them from getting active.
The research reveals over half of Victorian women worry about being judged when exercising. They worry more than men about keeping up, being unfit and find it harder to go back to exercise when they haven't done it for a while.
The ad features everyday Victorian women - no airbrushed Instagram models - overcoming their fears and giving it a go, curves, jiggles, wrinkles and all. The women, from all across the state, get their sweat on in a range of activities from boxing, cycling and roller-derby to netball and Aussie rules. Netballer Sally shoots goals in a game despite being told she's 'too old to play' and Tina's on the bike even after someone's yelled out 'fat chicks shouldn't wear lycra'.
Says Jill Hennessy, minister for health: "This Girl Can - Victoria shows everyday women getting out there and having a go. This campaign is all about getting Victorian women active, feeling proud of themselves and reaching their goals.
"In Victoria, only two in five of us do enough physical activity to be healthy and we know that women in particular are less active than men. We want to inspire as many women as possible to get active and prove that in Victoria, all women and girls most certainly can."
Agency: The Shannon Company, Melbourne
Creative Director: Emma Hill
Director: Celeste Geer