Fck The Cupcakes urges men to 'Be the Change' via Innocean Australia

2 June 2022

Creative Agency: Innocean

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The opportunity to enter the conversation and actively support women in all aspects of their life.

Fck The Cupcakes (FTC), an industry movement to address gender inequality, released ‘Be the Change’ via creative agency, Innocean Australia as an initiative motivating men to help women drive change.

‘Be the Change’ was created to help shift the gender conversation from being a women’s issue to one that aims to engage men and give them permission to enter the conversation and actively support women, in the workplace, in circles of friends, in families, and with strangers.

The campaign features a short-form sitcom as its centrepiece that helps Aussie men recognise spoken and unspoken casual misogyny in the workplace. The script was written based on results and answers to numerous equality surveys, as well as using the many lived experiences of Australian women.

FTC, led by Innocean Australia CEO, Jasmin Bedir, and a team within the agency, has brought together communications professionals to develop and implement the campaign.

The FTC committee includes creative (Innocean), Media (Hearts & Science), PR (Edelman), digital (Razorfish), and publishers Paramount Australia & New Zealand, JCDecaux, ARN, yStop, Hoyts, Seven Network, Nine Network, Nova, News Corp, as well as Mamamia, Yahoo, Meta, SCA, and Val Morgan, supporting organisations Never Not Creative, shEqual, The ManCave, Line & Length, Omnicom Group, and DHL as a sponsor of the campaign.

Bedir said: “If the election has taught us anything, women do not want men to stand by in the struggle for equality. But we also acknowledge that many men want to help but don’t know how - so we have created a safe space for men to learn the tools and giving permission to contribute to the fight for gender equality 365 days a year.”

Rod Prosser, chief sales Ooficer Paramount Australia & New Zealand said: “The truth is many men have disengaged from the conversation. For the vast majority of men, they do not relate to the stories of extreme sexual assault, unfair dismissal or domestic violence so often covered in mainstream media."

The multi-channel initiative has support from the production industry and media partners, including Paramount Australia & New Zealand, JCDecaux, ARN, yStop, Hoyts, Seven Network, Nine Entertainment, Foxtel, Nova, as well as Yahoo, SCA, oOH!media, and Val Morgan.

Client: Fck The Cupcakes
Creative Agency: Innocean Australia
CEO: Jasmin Bedir
ECD: Wesley Hawes
CDs: Effie Kacopieros, Damon Porter, V. Wassim Kanaan
Copywriters: Laura Parker, Charlotte Berry
Account Management: Carly Pelham
Strategy: Charlotte Berry, Gual Barwel
Producers: Sue Hind, Gabe Hammond, Esmé Fisher
Senior Designer: Michael Macgregor
Agency Editor: Dave Anlezark
PR: Edelman PR, Matthew Ellenby
Media: Hearts & Science, Wendy Gower
Digital/CX: Razorfish
CEO: Jason Tonelli
ECD: Vaughan Townsend
Senior Copywriter: Jacque Kennedy
UX Lead: James Winchester
Creative Designer: Madison Chan Strategic
Projects Director: Maria Galang
Production Company: Filmgraphics
Director - Scott Walker EP/Producer - Anna Fawcett
DOP - Daniel Ardilley
Post - Vandal
Sound - Rumble
Production support:
Media companies/partners:
ARN Foxtel Hoyts JCDecaux

Paramount Australia & New Zealand SCA
Seven Network
Val Morgan


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