This girl can #jointhemovement: Effectiveness of physical functionality-focused campaigns for women's body satisfaction and exercise intent

Abstract

We tested the effectiveness of exposure to two functionality-focused media campaigns, This Girl Can and #jointhemovement, in improving state appearance and physical functionality satisfaction, exercise intent, and protecting against exposure to idealised imagery. Across two studies, 339 (Mage = 24.94, SD = 4.98) and 256 (Mage = 26.46, SD = 5.50) women viewed the campaign or control video, followed by images of models who were posed or physically active, or images of landscapes. State satisfaction and exercise intent was measured at pre-test, post-video, post-images, and 1-week follow-up. Social comparison was measured at post-images. Viewing either campaign produced higher appearance satisfaction and exercise intentions than the control video. Effects weren't maintained after viewing idealised imagery or 1 week later. Further, the campaigns did not decrease social comparisons when viewing idealised imagery. Results can inform agencies about campaign effectiveness and suggest that women benefit from campaigns that feature non-idealised depictions of women exercising.