Innocean and Fck The Cupcakes launch campaign asking men to ‘show up’ for International Women’s Day


“We needed a way to directly tell men that they are invited to any event being put on by their organisation this IWD”

Innocean, on behalf of Fck the Cupcakes (FTC), is launching the gender equality organisation’s latest campaign platform aimed at getting more men to ‘show up’, lean in and listen on March 8 –  International Women’s Day.

According to a World Economic Forum study, women are two times as likely to work on a DE&I initiative as men, but it rarely gets acknowledged in performance reviews and is mostly taken for granted.

The vast majority of men still aren’t actively involved in equality initiatives. International Women’s Day is seen as a “women’s event” that men are largely detached from. 


Jasmin Bedir, FTC founder and Innocean CEO, said: “In the absence of official data, we estimate that male attendance is no higher than 5-10% for actual events, and after an AI analysis of IWD posts or mentions of IWD on LinkedIn, only 17% come from men. On top of it all it’s largely on women to organise the day.”
Wez Hawes
, executive creative director at Innocean, added: “Anecdotally, what we hear most often is that men aren’t showing up because they don’t think International Women’s Day is meant for them.
“Some think they wouldn’t be welcome, others are too scared to get involved, but the majority of men we talk to have never even considered attending an event and will happily steal a cupcake, before sloping off back to their desks. The truth is, we need men to be engaged; otherwise we will never move the needle on gender equality.”

The ‘Show up for Equality’ platform launched last week with a social teaser dubbed “Invi-Tate-ion”, utilising an editing technique, taking the words of Andrew Tate and turning them into an invitation for men to show up, disarming him and his negative words and turning it into an inclusive message.
Bedir said: “The responses we received over the past week after posting the video on selected social media channels was incredible. Overnight our inboxes and feeds were filled with messages from both women and men telling us how much they loved it.”
But there is more to the campaign. With one week to go until IWD, the next stage is an out-of-home, digital and social campaign called “Unsolicited Invites” that asks Australians to actively invite men to attend IWD events.

Hawes said: “We needed a way to directly tell men – in no uncertain terms – that they are invited to any event being put on by their organisation this IWD.
“The not-so-subtle dick-pic inspired ‘Unsolicited Invites’ and Invi-Tate-ion are just some of the many ways we’re telling men that they are welcome and that this day is for them too.”
In addition, the campaign hub contains all the information to get Australia’s ‘good guys’ inspired into action. There is even a brutally honest FAQ section and other helpful links for those that are still a bit anxious about attending. 

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