F*ck The Cupcakes launches Yeah the Pies to engage men post-IWD

F*ck The Cupcakes

For the campaign, FTC has partnered with Paramount, Infinity Bakery, and Bloke Coaching. 

Gender equality movement, F*ck The Cupcakes (FTC), is launching an all-year-round program called Yeah the Pies to start conversations between men on the topic of gender equality.

Yeah the Pies invites men from the Australian marketing and media industry to attend the event on the 11 April for an afternoon of cooking, conversations, and actual change – all while baking pies. 

F*ck The Cupcakes has partnered with Paramount, Infinity Bakery, and Bloke Coaching. 

Hosted by MasterChef winner and mental health advocate Brent Draper, and professional coach Iain Schmidt, the event will see men bake. As they do so, they will be encouraged to start real conversations and then celebrate at an after-party with pies.

FTC founder and Innocean Australia CEO, Jasmin Bedir, said: “We’ve struck a chord with our sentiment that International Women’s Day is meaningless if women continue just to talk to other women. But it is incredibly difficult to get men at scale engaged in the topic of gender equality, which was confirmed by the Gender Pay Gap data released earlier this month.

“The ‘Yeah the Pies’ program will be a blueprint for organisations to engage men the right way so IWD 2025 is not again another room filled with women and cupcakes.”

FTC wants to engage what it has identified as the 30% of ‘the movable middle’ men in the Australian population. They are surveyed as successful, educated, and likely exposed to new ideas through their children. They are men that FTC believes are most likely to change in response to its efforts.

The latest FTC campaign aims to provide this group of men with a real-life event to drive the gender equality agenda, starting with the men in the advertising and media industry. 

Event details:

Date: 11 April
Venue: Innocean Australia, 40-50 Francis Street, Darlinghurst
Time: Late afternoon

Men within the industry can register their interest here. 

To Top