Mamamia scrutinises Karl Stefanovic, Waleed Aly and ScoMo in satirical IWD campaign

Mamamia’s homepage, social media accounts, and digital billboards look different this International Women’s Day, as the women’s media company “flip[s] the script on gender stereotypes” by satirically scrutinising men’s bodies and love lives.

Bearing prominent headlines such as “‘I just had a big breakfast!’ Karl Stefanovic shuts down pregnancy rumours” and “How does ScoMo juggle it all: family, fashion and foreign affairs?”, the site noted such media coverage is still reserved “exclusively” for women.

Today’s homepage

“While your initial reaction to these headlines might be to laugh, we ultimately want people to pause and consider why there are certain narratives that only exist about women,” editor-in-chief Clare Stephens said.

“Whether it be our obsession with their bodies, their ‘desperation’ to have children, the age-old question of how they ‘do it all’ (and whether they really do), these headlines point to a world where, at the most superficial level, women’s value is still based on their physical appearance, and their ability to procreate. When you change those headlines to be about men, they no longer make any sense.”

Stephens explained that the company “based our fictional headlines on actual headlines we’ve read about famous women, borrowing the unique type of language frequently used to describe how they look and behave”.

Mamamia partnered with EIMedia for the out of home component of the campaign, devised in response to this year’s #ChooseToChallenge International Women’s Day theme.

“We’re very happy to be playing our part to get the #ChooseToChallenge message out there in front of men and women, with 89% of city-based Australians now back at their regular workplace and on the roads,” EIMedia business manager, Tony Haines, added.


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