News

17-03-2016

The Australian Government has launched a new campaign, Girls Make Your Move, hoping to encourage young women between the ages of 12 and 19 years to be more active. Research in Australia shows that by the time girls are 15-17 years old, most girls are active for less than 30 minutes per day. Being active has benefits socially, emotionally and physically, the current guidelines suggest teenagers should aim for at least 60 minutes of moderate to vigorous intensity activity daily, less than 6% of young women are meeting these guidelines.

TV ads, print ads and billboards will be presented, all showing young women engaged in a range of activities and sports with  catchy hashtags and music associated.  The campaign has followed a successful  UK campaign, 'This Girl Can  , and currently has practical information associated with the links and apps and social media links  ( currently the Twitter link is to the Australian Department of  Health's official twitter page, and so is  the  Facebook link. On Instagram, Girls Make Your Move has over 2000 followers, it is planned that the campaign will increase the social media input and tips/suggestions/ motivation particularly to capture the attention of girls who enjoy being active, but have fallen out of the habit, reminding them of how much fun they have and the benefits associated and inspire those who are currently disinterested or have no idea about how to start. The campaigns is encouraging exercise for  the sake of exercise, not as a means to lose weight or to achieve a certain body type and features a range of women  engaged in a range of activities

Research has shown that girls are often not exercising due to fear of being judged or self-consciousness about their appearance when exercising and occasionally safety concerns.

For a campaign to lead behaviour change, it needs to provide more than telling us what to do, the ads need to be more supported by materials increasing belief for those who are disinterested in physical  activity and provide tools for planning how to be more active.

health.gov.au/girlsmove

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