The Australian Department of Health targets teen girls in its latest campaign via AJF Partnership
The Australian Department of Health has launched a new campaign aimed at getting teenage girls to be more physically active. The Girls Make Your Move campaign by AJF Partnership Melbourne uses real Australian girls to bring to life the benefits of leading a healthy active lifestyle.
Research shows that the number of girls playing sport drops when they hit their teenage years, with 56% of girls aged 15-17 years reporting no or low exercise level compared to 38.3% of boys. Teenage girls also drop out of organised sport at a significantly higher rate than boys.
The campaign encourages girls to try different types of physical activity regardless of shape, size or ability. Research provided by the Department shows that even moderate gentle exercise can reduce the risk of cardiovascular disease, type II diabetes, colon cancer, obesity and minor injuries.
The campaign, inspired by the successful Sport England campaign This Girl Can’, runs nationally across TV, online, social, outdoor and print.
15 Comments
Seriously? Another “This Girl Can” campaign. Ground breaking.
Nothing will be beat This Girl Can
https://www.youtube.com/watch?v=toH4GcPQXpc
Did either of you see the last line in the release? Or were you too eager to be first to comment know-it-alls?
This is a really sad, boring and ugly version of This Girl Can. How could you get it soooooo wrong, the fake ass soundtrack, everything, it sucks! Please stop!
No credits? I can understand why, no one would want their name on that crap.
this is awesome ;/
Just curious.
Can this agency stop dragging the industry to the bottom. It’s embarrassing. Shambolic. And to pass it off as creativity is offensive.
The biggest cliche of the past few years?
The ‘You go grrrl’ campaign of which this is a particularly dull example.
Aside from the creative laziness, it makes no sense.
Showing a bunch of unhealthy people doing ‘stuff’ is not the same as convincing them to do so.
Yes, this is clearly lifted and probably a pale imitation of the British campaign.
But, this isn’t using empowerment as a device to sell something, people. The idea isn’t lazy or tired. It’s relevant and required. The execution is probably just a little sloppy.
i thought it was good
Horrific
Well, go on, then!
20 years ago most of these sports weren’t available to girls – I used to want to do all of them. We’ve come a long way.
i don’t think the insight is new. I can accept that. But why try and recreate the original insight and execution. I’m all for girl power but not for crap work. Sorry gov and AJF this is rubbish.