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".

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.