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Girls Make Your Move Campaign

Campaign Background

The ‘Girls Make Your Move Campaign’ was launched by the department of health in the Australian government to encourage young women in Australia to engage in more physical activity. The campaign was launched due to the concern over physical inactivity among young women in Australia (Lim et al, 2013). Different activities were promoted to inspire the girls as well as updates on social media that publicized the campaign further. The campaign was launched on the 28th of February and ran through to the third week of March 2016.

Organizational Background

The department of health is Australia oversees the Australian health system and promotes disease prevention activities. The department has an estimate of 3,500 employees (APS, 2014).

Target publics

The campaign targeted young women and the parents of the young women

Key Messages for the Campaign

The key messages were:

Physical activity can be fun

A healthy and active lifestyle has long term benefits

Physical activity by yourself is still fun

Relevant Statistics to the Campaign

82% of young women between the ages of 12 to 19 were reached. From the target audience, 43% of the young women were reached through campaign materials, 29% through the website, 27% through Instagram, 26% social media and 24% through YouTube.

Australian Public Service Commission. 2014

Lim, S.S., Vos, T., Flaxman, A.D., Danaei, G., Shibuya, K., Adair-

Rohani, H., AlMazroa, M.A., Amann, M., Anderson, H.R.,

Andrews, K.G. and Aryee, M., 2013. A comparative risk

assessment of burden of disease and injury attributable to 67 risk

factors and risk factor clusters in 21 regions, 1990–2010: a

systematic analysis for the Global Burden of Disease Study 2010.

The lancet, 380(9859), pp.2224-2260.


Based on the ‘Girls Make Your Move Campaign’, I felt that the ethical stance of the Department of Health as an organization that promotes the well being of the Australian people as well placed. The main motive behind the campaign was to promote health among young women through encouraging them to exercise. Ethics are very imperative in any organization and are a subject of numerous legal issues thus making it essential in the formation of the campaign objectives (Malinowski, 2015). I therefore felt that the campaign genuinely sought to improve physical inactivity among young women and subsequently prevent disease (GMYM, 2016).

I felt that the portrayal of the ethical stance behind the campaign particularly on the benefits of physical activity were not clear. The pictures on the campaign as well as the videos mostly showed the young women having fun while doing the physical activity which still fulfilled the campaign objectives. The infographic equally shows the ethics behind the campaign on physical activity being fun and the information provided relay the benefit of being healthy from physical activity.

The photos used in the campaign were suitable as they correctly showed the young women having fun. I would however recommend that the campaign add information on the side about the health benefits that come from physical activities.

One of the ethical approaches used in the campaign was virtue ethics. Virtue ethics primarily cover principles such as avoiding vices and aspiring to possess certain virtues (Carr, 2014; Mizzoni, 2017). I learnt that the campaign utilized this ethical approach to reach out to the young women and their parents and encourage them engage in physical activities for health benefits. I felt that the approach therefore justified avoiding the vice of inactivity which could be equated to laziness. The subsequent approach utilized by the campaign was the consequentialist ethics approach (Chakrabarty and Bass, 2015). This approach targets the effect of behavior on the whole world (Chakrabarty and Bass, 2015). The organization fulfilled this approach through the campaign as they implemented actions that influenced young women to participate in the activities. Furthermore, I felt that the media response added to the approach as the tweets and posts on the activities served to influence a greater percentage of viewers online. The hash tags from the campaign included #girlsonboard, #ownlifebeinit, #activekids, and #allaboard (GMYM, 2016).

I learnt that the Tilleys Pyramid is three sequential steps pyramid that explains the intent of the campaign, the means to achieve it and the end product from the campaign (Carlson et al 2017). I felt that the campaign utilized Tilleys pyramid as it recognized the problem of physical inactivity among young women and sought to change it through providing a platform for the activities and achieving good health in the end. The Tilleys pyramid is helpful for the campaign as it eliminates conflicting ethical tools, integrates with the campaign process and encourages the measuring of ethics and reporting (Shim et al, 2017).

Reference List

Carlson, C.R. and Le, U., 2017. Trim the Ribbon: Reconsidering the

Ethics of Breast Cancer Campaigns. Journal of Media Ethics,

32(3), pp.168-178.

Carr, D., 2014. Professionalism, profession and professional conduct:

Towards a basic logical and ethical geography. In International

handbook of research in professional and practice-based learning

(pp. 5-27). Springer Netherlands.

Chakrabarty, S. and Bass, A.E., 2015. Comparing virtue,

consequentialist, and deontological ethics-based corporate social

responsibility: Mitigating microfinance risk in institutional voids. Journal of Business Ethics, 126(3), pp.487-512.

Malinowski, B., 2015. Freedom and civilization. Routledge.

Mizzoni, J., 2017. Ethics: the basics. John Wiley & Sons.

Shim, K., Chung, M. and Kim, Y., 2017. Does ethical orientation

matter? Determinants of public reaction to CSR communication.

Public Relations Review.