Empowering Women to Be Active Without Judgment
Led by: Victorian Health Promotion Foundation (VicHealth), Australia
Partner: Sport England, LaTrobe University, Victorian Government, campaign supporters across sectors
Theme: Physical activities
📌 Overview
This Girl Can – Victoria is an inclusive physical activity campaign that empowers women to move their bodies without fear of judgment. Launched in 2018, the initiative tackles key barriers preventing women from being active, especially the fear of being judged and the exclusionary culture of idealized fitness imagery. Through authentic storytelling, community partnerships, and gender equity promotion, the campaign celebrates diverse women and fosters supportive environments for physical activity across Victoria.
📈 Impacts
- Inspired hundreds of thousands of Victorian women to get active since 2018
- Built a network of local supporters, including councils and sports clubs
- Created safer and more welcoming spaces for women and gender-diverse people
- Contributed to gender equity in sports, including the introduction of Victoria’s Fair Access Policy
- Grew an online community of 15,000+ through #ThisGirlCanVIC
💡 Why It Works
- Authentic representation: Featured real women from diverse backgrounds, moving away from unrealistic fitness ideals
- Narrative shift: Focused on how movement feels, not how it looks, tackling fear of judgment head-on
- Community engagement: Localized sub-campaigns like GippyGirlsCan built ownership and relevance
- Systems approach: Combined behavioral insights with structural change through policy and local partnerships
📘 Want the full story?
The complete case study—including challenges, partnership insights, and next steps—will be featured in INHPF’s upcoming Physical Activity Report Card. Stay tuned!
Explore more from our Success Case series:
ThaiHealth’s Healthier Choice Logo
Image credit: VicHealth (This Girl Can – Victoria campaign)
Source: Content adapted from VicHealth’s This Girl Can – Victoria campaign materials and public reports.
