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This Girl Can - Victoria

Also: TGC-Victoria

“This Girl Can”

VicHealth licensed Sport England's This Girl Can in 2018 and adapted it, after formative testing, into a three-year mass media campaign for Victorian women, aimed at low-active women who feel judged when exercising.

Years
2018
Country
Australia
Topic
Physical activity
Asks people to
Start
Strategy
Social normsTestimonial
Channel
TV
Audience
AdultsYoung adults
Women in Victoria not meeting physical activity guidelines.

Evidence

ObservationalMixed

Cohort of 818 low-active women surveyed twice before (October 2017, March 2018) and once after the first media wave (May 2018). Campaign recall rose from 11.2% to 31.9%, higher among younger and more educated women. Weekly physical activity rose slightly (+0.19 days). Feeling judged as a barrier to activity declined (P < 0.01), embarrassment fell and self-determination rose; exercise relevance, theory-of-planned-behaviour and self-efficacy scores did not change. Authors: not yet translated into overall activity gains (Bauman et al. 2023).

Sponsor (who paid)

  • VicHealth (Victorian Health Promotion Foundation) Foreign government, licensee, funder and creator

Credits (who made it)

  • Centre for Sport and Social Impact, La Trobe University Research evaluation, 2017-2018 source

Related campaigns

Sources

  1. Bauman A et al. Impact of the first year of the "This girl can" physical activity and sport mass media campaign in Australia. BMC Public Health 2023;23:333 evaluation · 2023 · DOI 10.1186/s12889-023-15091-2 · PMID 36793043

Research notes

All facts from the PubMed abstract of Bauman et al. 2023; VicHealth's campaign page returned 403 and was not read. Media channels beyond 'mass media' not confirmed: tv listed as the likely main channel; verify. Campaign end year and later-wave evaluations not found. Reuse terms checked 2026-10-23 by an AI research pass for #47; not yet reviewed by a person.

Record cases/vichealth-this-girl-can-victoria.json, updated 2026-10-23· Link to this campaign