Westpac and Mamamia launch podcast for women going through divorce
Westpac and Mamamia today launched ‘The Split’, a podcast which aims to support, inform and guide women through separation and divorce.
The new series is part of Westpac’s ongoing ‘Help’ campaign, and follows the release of ‘Hello, Bump’, another podcast collaboration between the bank and women’s site.
The first episode launches today
Mamamia’s head of content, Holly Wainwright, explained the intimacy and convenience of podcasts make it the right medium for such personal subject matter.
“The Split is a perfect Mamamia/Westpac joint venture because exactly in the spirit of Hello, Bump, it’s guiding women through one of the most momentous milestones in their lives with honesty, empathy, practical advice and more than a few wry laughs,” Wainwright said.
“We’ve sourced so much of The Split’s content from our audience, and it’s already hitting such a nerve with them, we’re convinced it’s going to help an enormous number of listeners.”
Westpac head of brand, advertising and media, Jenny Melhuish, added that the bank decided to partner with Mamamia after seeing how Hello, Bump, a series focused on pregnancy, resonated with women.
“We knew that partnering with Mamamia on a podcast was a great way to have a helpful and meaningful conversation on the sensitive topic of separation,” Melhuish said.
“With three in five of those considering separating from a partner not knowing where to start, The Split complements the help we are offering via our range of free, easy to use checklists and resources to help couples navigate a separation housed on our online Separation hub.”
Hosted by comedian and writer Mandy Nolan, herself a twice-divorced mother of five, the show is produced by Elissa Ratliff. The team is led by Rachel Corbett and also includes Nama Winston, Mamamia’s commercial and parenting content producer.
The first episode of The Split launched today, with future episodes to drop each Tuesday for eight weeks.
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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Part of Westpac’s new “we’re here to profit off every moment in your life… including the shitty ones” strategy.
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This is a brilliant idea supporting a brilliant campaign in a tangible way. Why though is this for / aimed at women only? What about men going through the pain of separation and divorce, compounded by the additional trauma of dealing with the fact almost always the children primarily live with their mother? Do men not rate equal support from Westpac? Granted, Mamamia is primarily a women’s channel, but I cannot see how Westpac can only support one half of the parenting audience through this (worthy) initiative. Please tell us how men will be equally supported through a different media platform. Or does PR / media supporting only women feel a bit more ‘on trend?’
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That is super morbid.
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But research tells us that women’s future finances are significantly more negatively impacted when going through a divorce, mostly due to Super.
Apart from that, no doubt a very smart marketshare grabbing move, when every bit of ones personal finances are reviewed.
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Your point does not negate the fact that men are significantly negatively affected by divorce as well – so much so that the suicide rate amongst divorced men is three times that of married men. (ABS Social trends, 2000).
I find it strange that you justify ignoring these men by using an aggregate statistic that women ‘have more negative impact’.
Aggregate statistics tell you nothing about an individual experience because the degree of negative impact is going to vary from person to person. Indeed, some women will not be negatively impacted (Nicole Kidman seems to have done very well after her divorce from Tom Cruise), whereas some women will have a terrible time of it.
Similarly – there are men who will have a terrible time after divorce. Dismissing their experience as not being as worthy of support as a woman going through the same thing just because of their gender is short sighted at best, and cruel and sexist at worst.
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I came to the comments section just to see the predictable & inevitable ‘but what about men’ reaction. Thank you for not disappointing. Perhaps Westpac do have something for men in the pipeline with another partner? This press release though is about Mamamia’s partnership with them. Let them have their moment.
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