VicHealth’s This Girl Can campaign has been one of the most talked about social marketing campaigns. Based on Sport England’s campaign of the same name, it featured ‘real’ Australian women and authentic stories – with the ultimate aim of boosting participation in physical activity. Aside from its popularity, early evaluation results show that it’s been remarkably successful in its first year – inspiring one in seven Victorian women to get active.
Hear Melanie Fineberg (Manager of Social Marketing at VicHealth) talk about the campaign journey, the learnings and what’s next for this long-term campaign at the AMSRS Victorian Government and Social Research Network event on May 22 in Melbourne. The presentation will have a broad focus encompassing the campaign need and development, execution, collaboration and evaluation of its effectiveness – which will appeal to a broad audience, including market and social researchers, government departments / agencies, not-for-profit organisations and academia.”