Women’s Health launches first global issue, with Sofia Vergara cover across 15 countries
Australia’s Women’s Health is kicking off the launch of a global issue of the magazine, which features the same cover and interview with Sofia Vergara across 15 countries.
The magazine will be available in Australia today, and is themed around nudity, aiming to explore the idea both physically and emotionally, across the various editions.
Speaking with Mumbrella ahead of the launch, Jacqui Mooney, Women’s Health Australia editor, said the global first for the brand aims to discuss body confidence, a topic which is growing in the Australian market.
“Body confidence really is a very hot topic right now, how to keep it and how to love the skin you’re in is something that a lot of women think about all the time. As an editor, what’s encouraging for me is the fact that the conversation around this is gradually starting to shift.
“It is a universal theme and that’s why it was such a great initiative and campaign to work on together.”
For Mooney, one of the biggest challenges was co-ordinating the deadlines of the fifteen global editions.
Mooney collaborated with Women’s Health editors globally on the project
“Co-ordinating all of our deadlines was challenging but we worked on that together and just good communication made it work and sharing each of our plans.
“The thing that has made this easier is that we’ve been working on this together for a long time because this kind of scale does take time to work on.”
She said deciding on a woman for the cover was also a great challenge.
“How do you choose somebody that is going to be universally loved and that translate around the world? Sofia is somebody that is universally loved. Why Sofia? At 45 she really does embody the Women’s Health brand.
“She’s strong, she’s confident and what I love about the cover story is that she really owns what she sees in the mirror.”
Each magazine will include elements of the Vergara’s interview, which was run in the US, however Mooney said while there was “commonality”, the content surrounding Vergara’s exclusive interview will differ in each country.
“It’s the same person running at the same time across the world which is something that hasn’t ever happened before but how each country executed that was slightly different.
“We had the freedom to create a beautiful issue that would resonate with audiences in each of our market,” she said.
As part of the launch, hair care brand Head & Shoulders has partnered with Women’s Health in the US and Australia, with an outside back-cover gatefold, which is bookmarked into the feature.
Mooney said it was important to innovate in the current media landscape.
“Having the global naked issue and something that really does harness the power of the Women’s Health brand around the world, and continuing to surprise your audience, and having these firsts, is really important and is only going to become more important.
She expects the editors will collaborate in future.
“I definitely think so, it has been such an enjoyable project to be a part of because you do think you’re part of something bigger. Having now met in person all the editors around the world, I know I can pick up the phone and email any of them at any time.
“That’s the power of the Women’s Health network so I think this is going to be a great thing for all of us and I imagine we will collaborate more together in this way and other ways in the future.”
Jacqui Mooney will be speaking about whether print is still important for selling health products and services at Mumbrella’s inaugural Health Marketing Summit. For more information click here.
Signalling the end of the local version.
User ID not verified.