Fck The Cupcakes and Innocean ask men to ‘show up’ for International Women’s Day

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Innocean, on behalf of Fck the Cupcakes, is launching the gender equality organisation’s latest campaign platform aimed at getting more men to ‘show up’, lean in and listen on March 8 – International Women’s Day.


According to a World Economic Forum study, women are two times as likely to work on a DE&I initiative as men, but it rarely gets acknowledged in performance reviews and is mostly taken for granted. The vast majority of men still aren’t actively involved in equality initiatives. International Women’s Day is seen as a “women’s event”, that men are largely detached from.

“In the absence of official data, we estimate that male attendance is no higher than 5-10% for actual events, and after an AI analysis of IWD posts or mentions of IWD on LinkedIn, only 17% come from men. On top of it all it’s largely on women to organise the day,” says FTC Founder and Innocean CEO, Jasmin Bedir.

Adds Wez Hawes, Executive Creative Director at Innocean: “Anecdotally, what we hear most often is that men aren’t showing up because they don’t think International Women’s Day is meant for them. Some think they wouldn’t be welcome, others are too scared to get involved, but the majority of men we talk to have never even considered attending an event and will happily steal a cupcake, before sloping off back to their desks. The truth is, we need men to be engaged; otherwise we will never move the needle on gender equality.”

The ‘Show up for Equality’ platform launched last week with a social teaser dubbed “Invi-Tate-ion”, utilising an editing technique, taking the words of Andrew Tate and turning them into an invitation for men to show up, disarming him and his negative words and turning it into an inclusive message.

“The responses we received over the past week after posting the video on selected social media channels was incredible. Overnight our inboxes and feeds were filled with messages from both women and men telling us how much they loved it,” Bedir says.

There is more to the campaign: With one week to go until IWD, the next stage is an out-of-home, digital and social campaign called “Unsolicited Invites” that asks Australians to actively invite men to attend IWD events.

Says Hawes: “We needed a way to directly tell men – in no uncertain terms – that they are invited to any event being put on by their organisation this IWD. The not-so-subtle dick-pic inspired ‘Unsolicited Invites’ and Invi-Tate-ion are just some of the many ways we’re telling men that they are welcome and that this day is for them too.”

In addition, the campaign hub ShowupforIWD.com.au contains all the information to get Australia’s ‘good guys’ inspired into action. There is even a brutally honest FAQ section and other helpful links for those that are still a bit anxious about attending.


Fck The Cupcakes and Innocean ask men to ‘show up’ for International Women’s Day Fck The Cupcakes and Innocean ask men to ‘show up’ for International Women’s Day

Client: Fck The Cupcakes
Creative Agency: Innocean Australia
CEO: Jasmin Bedir
ECD: Wesley Hawes
CD: Effie Kacopieros
Copywriter: Georgie Parchert
Art Director: Lachlan Rotherham
Business Director: Carly Pelham
Account Manager: Alex Hopkins
Head of Digital: Matt Morgan
Head of Content: Martin Hong
CSO: Gual Barwell
Strategist: Eliza Millett
Head of Production: Esmé Fisher
Producer: Brittany Mirabitur
Head of Design: Michael Macgregor
Designer: Damien Tavella
Editor: Dave Anlezark