Australian independent media company Mamamia is preparing to launch a health content ecosystem on March 27.
The platform has secured an annual presenting partner, Chemist Warehouse, alongside core sponsors Medibank, Proctor & Gamble, Ostelin and Metagenics.
'Well' represents Mamamia's most significant content initiative to date, targeted at addressing the gender health gap for women. It will feature a dedicated weekly podcast and vodcast, an on-site Well hub, fact sheets and a weekly newsletter.
Podcast hosts Claire Murphy and Dr Mariam Chalaan have enlisted a panel of experts to address topics such as pelvic health, mental health, fertility, sleep, anxiety, peri-menopause and menopause.
Mamamia chief revenue officer Georgie Nichols confirmed the program has received backing from major FMCG partners.
"There are eight topics that we have announced to date with sixteen topic sponsorship opportunities," she told AdNews. "Nine sponsorships have been secured already with seven remaining sponsorships available which are in discussion with other purpose driven brands."
Research conducted by Mamamia claimed that 82% of Australian women feel they are the only advocates for their health and 76% found the health and wellness industry overwhelming.
'Well' will unpack women's health topics through an evidence-based lens.
The content play comes six months after Zara Curtis joined Mamamia as chief content officer, moving from IAG where she was head of customer experience, brand communications and social impact.
Curtis has set the strategic content direction for audience growth and leads the Mamamia content team including recently promoted Eliza Sorman-Nilsson (head of content) and Harrie Jack (creative director).
Her appointment followed the promotion of Natalie Harvey to CEO and founder Mia Freedman as chief creative officer. Harvey, who moved from Seven in January 2024 to become Mamamia's chief revenue officer, started as chief executive on June 1.
Mamamia is a women's media brand that now reaches more than 7.5 million Australian women each month.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.