Is a female physical empowerment campaign effective in improving positive body image, motivation for physical activity, and physical activity behavior in young female adults? A two-study experimental test of "This Girl Can"

Thøgersen-Ntoumani, C.Curtin School of Population Health, Curtin University, PO Box U1987, WA, Bentley, Australia (author)

This Girl Can is a campaign designed to empower women to increase physical activity. The campaign uses images/videos of women of diverse body weights/shapes, ages and ethnicities being physically active, emphasizing body functionality. First, we examined the effects of multi-session (N = 3) exposures to This Girl Can on body functionality, body appreciation and self-compassion (Study 1). Second, we explored if autonomous motivation for physical activity mediated effects of This Girl Can on physical activity (Study 2). Women (Study 1: N = 186, M (SD) age = 27.55 (14.01); Study 2: N = 153, M (SD) age = 28.31 (11.70)) were randomized to This Girl Can, or control videos/images depicting idealized women of thin/athletic body types being physically active (Study 1), or control videos highlighting physical activity benefits (Study 2). Outcomes were measured at baseline, post-test and 1-week follow-up. Study 1 results showed significant group by time interactions for body functionality (decreasing in the control group), body appreciation and self-compassion (both increased only in the experimental conditions). In Study 2, path analysis revealed no statistically significant mediation effect (ab = 13.18, 95 % CI [−107.92, 152.59]) of autonomous motivation. Future interventions designed to promote positive body image and self-compassion should incorporate media focusing on diverse women engaging in self-chosen physical activity.

Litster, J.Curtin School of Population Health, Curtin University, PO Box U1987, WA, Bentley, Australia (author)
Del Casale, R.Curtin School of Population Health, Curtin University, PO Box U1987, WA, Bentley, Australia (author)
Stenling, Andreas,1982-Umeå universitet,Institutionen för psykologi,Department of Sport Science and Physical Education, University of Agder, Postboks 422, Kristiansand, Norway(Swepub:umu)anslil01 (author)
Curtin School of Population Health, Curtin University, PO Box U1987, WA, Bentley, AustraliaInstitutionen för psykologi (creator_code:org_t)

By the author/editor: Thøgersen-Ntouma ...; Litster, J.; Del Casale, R.; Stenling, Andrea ...

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