News

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.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.