F*ck The Cupcakes cooks up round 2 of gender equality event
Gender equality initiative, F*ck The Cupcakes, is set to bring men together for the second iteration of its Yeah the Pies event.
First announced by its developer, full-service agency Innocean, in March, 2024, and kicking off with a successful launch in April, the all-year-round program is returning on September 19 to have attendees tackle conversations pertaining to gender equality while they cook their own pies.
Executive coach Iain Schmidt will join a professional chef to host the event. It’s also “open to all men in the industry and beyond”.
Specifically, Yeah the Pies was designed to target ‘the movable middle’ men’ – a demographic making up 30% of Australian men who are categorised by their empathy and liberal-leaning values. These men are found to be more open to new ideas and progress, along with a greater likelihood of being “younger, successful, educated, and exposed to new ideas through their children.”
Key account manager at XR Extreme Reach, Chris Waite, was one of the April attendees.
Reflecting on his time at the event, Waite said the dance between cooking and talking created an easy atmosphere for participants to engage on all fronts.
“Back in April, I was fortunate to be invited to the first Yeah the Pies session. Not knowing what to expect, I arrived with both nervous anticipation but also excitement and interest,” Waite said.
“I needn’t have worried. The task of cooking pastries in a fun and relaxed atmosphere, along with fabulous hosts Brent Draper and Iain Schmidt, meant the conversation between all of the attendees flowed.
“It didn’t matter what level you were at with the company you worked at (whether Account Director or CEO), we all shared our opinions in an open and free manner. A great couple of hours and I personally learnt so much.”
F*ck The Cupcakes founder and Innocean’s chief executive officer, Jasmin Bedir, added: “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 engaged in the topic of gender equality.
“Yeah the Pies is an activity based event that gives men a safe space to talk about questions they may have, shoulder to shoulder and get involved in gender equality in a way that benefits us all – while making and eating some good old humble pie.”
The second run of Yeah the Pies will take place at Shop 18/ 61-71 Mentmore Avenue, Rosebery, NSW 2018. Two sessions are expected to run on the day: one from 9:45am to 2:00pm and the other at 2:00pm to 4:15pm.
Tickets can be purchased here.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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