‘Find your inner fox’ is franchised fitness chain FernwoodÕs new marketing campaign to encourage women to adopt a healthy lifestyle.

The campaign aims to shift the focus from women wanting to lose weight to women feeling confident in their own skin and ÔFind your inner fox’ was the mantra created by agency, Fiona Leeming & Associates. “We have created an irreverent, zeitgeist campaign for Fernwood WomenÕs Health Clubs that puts women back in control and in charge of their potential. You don’t need to resort to Botox to unlock the fox within us all,” Leeming explained.

A recent Newspoll survey revealed that 75 per cent of Australian women were motivated to lose weight so they could feel more confident and attractive, with only one in two women exercising for health reasons.

According to Fernwood WomenÕs Health Clubs product manager, Nic Linford says it comes at no surprise that the main motivation for women to exercise is simply to look good and feel confident.

“We all want to feel sexy and confident, and women develop an increase in self esteem and confidence as they begin to notice improvements in their body shape, fitness and strength. Being part of a supportive and non-judgemental environment certainly helps women to feel less conscious and more focused on achieving their goals,” she said.