Since 2019, the numbers of young women aged 14 to 17 meeting the WHO’s physical activity guidelines has steadily declined – from 54% down to just 43% in 2023. At the same time, inactivity is on the rise. The proportion of young women doing less than 30 minutes of physical activity per week doubled, from 7% in 2019 to 14% in 2023.

To find out more about this shift, Sport NZ conducted extensive research, combining quantitative data with rich qualitative insights. The analysis revealed a clear and consistent theme: lots of young women lack confidence to take part in sports. Many have stopped playing altogether. Why? Physical activity environments are increasingly competitive and judgemental. Other factors included competing life pressures, body image concerns and the desire to fit in.

The solution wasn’t to lecture or ‘empower’ from the outside, but to create a space where young women could see themselves and support each other.

We developed an influencer-led campaign to redefine what being active looks and feels like. It encouraged young women to simply give it a go, have fun and enjoy being active without the pressure to be a “pro.”

We partnered with a diverse group of 15 Gen Z influencers, including mental health advocate Jazz Thornton and professional athlete Katelyn Vaha’akolo. Other influencers spanned beauty, comedy, music, fashion and gaming. They all championed the enjoyment of movement and self-expression in their content, known as “Unpros”.

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