Bauer Media’s Financially Fit Females campaign reaches 1m target

• Launched in February across Bauer’s 36 media brands

Bauer Media’s Financially Fit Females campaign has reached its target of driving one million consumer actions, driving greater financial literacy amongst women.

Launched in February across Bauer’s 36 media brands, Financially Fit Females set an ambitious goal to increase understanding and educate women around the key issues of super, salary, financial abuse, investing, divorce and separation.

The corporate commitment was made to deliver one million actions by the end of 2019 by publishing curated content for its audience.

To date a total of 1,009,157 actions have been achieved, which include attending an event, listening to a podcast, watching a video, downloading resources or engaging with content.

To reach the milestone, 159 social posts, 91 digital articles, 52 print articles, 47 print ads, 18 advertorials, 15 videos, five podcasts, three events, one content hub and more were created across Bauer’s brands.

Nicole Byers, editor-in-chief of The Australian Women’s Weekly said: “Across our portfolio of brands we’ve consistently created content which will help equip women across the country to take action and make informed decisions about their finances and ensure they are financially fit. It’s been a company-wide commitment and we’re delighted with the success we’ve seen so far.”

Brendon Hill, CEO of Bauer Media, added: “As Australia’s leading female-focussed media company, we made a commitment at the start of the year to empower and educate the nation’s women about their personal finances. Reaching one million actions is a step closer to creating a nation of wealthy, woke and wise women. We are thrilled to lead such positive action.”

Bauer Media, in partnership with the Australian Banking Association (ABA) has also secured a major victory as part of its Stop Elder Financial Abuse campaign, which is an issue that disproportionately impacts women. The Attorney-Generals from State and Territory governments agreed on November 29 to create a mandatory Power of Attorney register. This builds on Bauer’s participation in the successful push last year to have the GST on female sanitary products removed, known as “The tampon tax.”

Commonwealth Bank is the 2019 headline partner supporting Financially Fit Females. Financial literacy campaigner and author Effie Zahos hosted a podcast conversation with The Australian Women’s Weekly editor-in-chief, Nicole Byers and Nathalie Spencer of the Commonwealth Bank’s behavioural economics team.

Zahos also joined Fiona Connolly, editor-in-chief of Woman’s Day and Commonwealth Bank’s Sian Lewis for a further podcast discussing personal experiences with financial abuse. Bauer and CBA presented a series of events and activations across Elle, Woman’s Day and The Australian Women’s Weekly brands.

Subscribe to the Mediaweek Morning Report with the form below.




Most Popular

To Top