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
Part of Westpac’s new “we’re here to profit off every moment in your life… including the shitty ones” strategy.
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?’
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.
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.
That is super morbid.
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.