About Girls Make Your Move

Page last updated: 15 March 2016

Girls Make Your Move is about inspiring, energising and empowering young women to be more active.

Why girls? Research shows that when young women exercise they do so at a lower level of intensity and have higher amounts of sedentary time than young men1. Additionally, young women face a number of additional barriers - girls don’t want to be judged or ridiculed, and they can be self-conscious about how they might look when exercising.

Campaign backgrounder

The 'Girls make your move' campaign has been inspired by Sport England's successful 'This Girl Can' initiative which has already encouraged nearly 3 million women to be more active.

Insights

To inform the development of the Girls Make Your Move campaign, research was undertaken on behalf of the department to identify key drivers and barriers to participation in physical activity among young Australian women. The research undertaken by TNS Australia, explored the particular attitudes and behaviours of the primary target audience to inform the strategy and development of the campaign. The insights from this research are outlined in the report.

Word version: Insights report (Word 405 KB)
PDF version: Insights report (PDF 187 KB)

Quick facts

  • 9 in 10 Australian young people don’t move enough and nearly 70% of Australian adults (i.e. almost 12 million adults) are either sedentary or have low levels of physical activity2.
  • Guidelines recommend at least one hour of physical activity every day3
  • When young women exercise they do so at a lower level of intensity and have higher amounts of sedentary time than young men4.
  • Regular physical activity, even of moderate intensity, reduces the risk of diseases such as cardiovascular disease, type II diabetes, osteoporosis, colon cancer, and obesity and injury5.
  • The benefits of regular physical activity go well beyond those of disease prevention. It can help manage stress, alleviate depression and anxiety, strengthen self-esteem, enhance mood and boost mental alertness6.
  • Physical activity provides social benefits through social interaction. Among children and adolescents, regular physical activity and exercise has been associated with improved school performance, a greater sense of personal responsibility and group cooperation, and less drug and alcohol consumption7.
  • Young women experience a number of barriers that prevent them from being as physically active as young men. Research has identified the fear of being judged or ridiculed as a key barrier for young women wishing to be physically active8.

Campaign materials

The Girls Make Your Move campaign uses a range of campaign materials to engage with young women, including television, social media, print, out-of-home and digital. Examples of some of the campaign materials are below.

TV commercials

Print ads

Out of home ads

Footnotes

1 Australian Bureau of Statistics, Catalogue 4364.0.55.001 - Australian Health Survey: First Results, 2011-12

2 Australian Bureau of Statistics (ABS) 2013. Australian Health Survey: First Results, 2011-12. ABS Cat. No. 4364.0.55.001. Canberra: ABS.

3 Australia's Physical Activity & Sedentary Behaviour Guidelines for Young People (13-17 years), Commonwealth of Australia 2014.

4 Australian Bureau of Statistics, Catalogue 4364.0.55.001 - Australian Health Survey: First Results, 2011-12

5 Bauman A, Bellow B, Vita P, Brown W, Owen N 2002. Getting Australia Active: towards better practice for the promotion of physical activity, National Public Health Partnership, Melbourne, Australia in ABS Australian Health Survey; Physical Activity, 2011-12

6 Bauman A, Bellow B, Vita P, Brown W, Owen N 2002. Getting Australia Active: towards better practice for the promotion of physical activity, National Public Health Partnership, Melbourne, Australia in ABS Australian Health Survey; Physical Activity, 2011-12

7 Bauman A, Bellow B, Vita P, Brown W, Owen N 2002. Getting Australia Active: towards better practice for the promotion of physical activity, National Public Health Partnership, Melbourne, Australia in ABS Australian Health Survey; Physical Activity, 2011-12

8 Sport England. Go where women are: Insight on engaging women and girls in sport and exercise.

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