Health Minister Greg Hunt has called for a inquest into the funding of the Girls Make Your Move fitness campaign, after a Daily Telegraph investigation found over $600,000 of taxpayer money has been spent commissioning Instagram influencers to promote the initiative.
The campaign, which has the stated goal of encouraging physical activity among women, came under scrutiny from the newspaper after it commissioned influencers who’ve also promoted alcohol products and questionable diets like intermittent fasting.
Data analytics firm Lumio also claims that only a handful of the influencers contracted by the Department of Health had audiences large and engaged enough to effectively spread the Girls Make Your Move message.
One of the best feelings in the world is when you get out & exercise! So I am a proud supporter of the @GirlsMakeYourMove campaign!???????? For the next month I will be showing you some of my favourite ways to exercise, starting with surfing!????????♀️ I am still learning, but when you stand up on a wave (even for a very very brief second????) its so rewarding & it’s just so beautiful in the water✨ How do you like to get active? For more info on activites and inspiration, visit: www.girlsmove.gov.au or follow @GirlsMakeYourMove ✨#GirlsMove #GirlsMakeYourMove #ad
In response to those findings, a spokesperson for Hunt said “The Minister does not endorse these posts,” and confirmed he “has launched an immediate review of the use of these influencers.”
The spokesperson also said the advertising firm used to commission the influencers was no longer contracted by the government.
So I know there is nothing more annoying than your mum telling you to go walk the dogs and do the dishwasher. But since I’ve moved out of home it is actually one of the things I miss most (not the dishwasher – I’ll always hate the dishwasher). We would take the pups down to the beach or through the neighbourhood on a Sunday and get a coffee and although it was a beautiful location it was actually a tough walk. You don’t notice it though when you’re in good company and it makes your day so much nicer when you move your body a bit. So grab a friend/family/dog/cat/rabbit/snake/croc (whatever your preference) and go for a walk! I am a supporter of the @girlsmakeyourmove campaign that inspires girls to be more active! For more information, visit www.girlsmove.gov.au ❤ #girlsmove #girlsmakeyourmove #ad
Despite the gargantuan amount of cash thrown at influencers over the past 18 months of the Girls Make Your Move campaign, the use of emerging accounts may not actually be a terrible idea.
Research (admittedly led by a influencer agency HelloSociety) has shown that commissioning niche influencers with smaller followings may provide tangible benefits to brands and causes, regardless of how many eyeballs their messages actually reach.
It also seems likely that young folks would be more open to exploring a new physical activity after seeing an Instagram post from someone they admire, than a similarly-expensive ad presented in a more traditional medium.
Lately I’ve been struggling to keep active in winter but once I’m outside in the sunshine it’s worth it ???????? A beach walk with friends is exactly what I needed after feeling a little down and umotivated lately. So today or tomorrow, or one day this week, I hope that you feel inspired to get up and exercise and be around nature and good energy because I promise it will make a world of a difference to your day! ????????????✨ I feel super fortunate to be a supporter of the @girlsmakeyourmove campaign! For more information, follow @Girlsmakeyourmove or visit www.girlsmove.gov.au #GirlsMakeYourMove #GirlsMove #ad
In its defence, a Health Department spokesperson told The Daily Telegraph that the use of influencers was part of “a broader communication strategy” that didn’t rely solely on social media posts.
At the very least, we know Hunt experienced an elevated heart rate as a result of this whole ordeal.Source: The Daily Telegraph
Image: @taramilktea / Instragram