Sport New Zealand urges young women to stay active their own way
Sport New Zealand has launched a campaign to address declining physical activity among teenage girls.
90% of young women want to be active and 96% of young women understand why physical activity is important for them
The campaign from the country’s sport governing body – called #ItsMyMove and created by Saatchi and Saatchi – uses young women in a film to share the comments and pressures they hear about trying to stay active.
This comes after research by Sport NZ showed by the age of 16, there is a 17% gap between male and female participation in sport and recreation in Aotearoa. By 17, this increases to 28%.
It also found 90% of young women want to be active and 96% of young women understand why physical activity is important for them, but issues such as body image, judgment, time pressures, motivation and loss of fun put them off.
“#ItsMyMove is about creating a national conversation that drives change. Teenage girls drop out of physical activity at a faster rate than teenage boys and research has told us why,” said Raelene Castle, chief executive of Sport New Zealand.
“The voice of young women became the inspiration for the TVC and the fantastic girls featured throughout the campaign are all genuine participants in the activities they represent.”
There is also digital content and resources available on itsmymove.org.nz for young women, parents and sector leaders, including a campaign toolkit and on-demand workouts designed specifically for teenage girls.
