To celebrate the International Day For Failure, MIA (Mums In Ads) have revealed the woeful results of their most recent campaign that launched one month ago today.
In a bid to connect with Adland’s male gender equality allies and recruit their support for upcoming initiatives, MIA dangled the carrot of a mysterious prize in a place that this niche audience would find it: inside a long-copy ad about gender equality, within the pages of Mavens Magazine – an industry publication dedicated to the topic.
Says Leah Morris, founder of Mavens: “The gender equality conversation desperately needs to leave the echo chamber. So when MIA approached us with this concept, we saw our 200 print-run edition as the perfect opportunity to show our support.”
The magazine was then distributed to the lobbies, kitchens and common areas of advertising and media agencies across Australia.
Since going live four weeks ago, MIA’s ad has received a total of zero responses.
Says Regina Stroombergen, co-founder of MIA: “Look guys, we’re not mad… just disappointed. And although this exercise completely tanked, we’re not deterred.”
Says Julia Spencer, co-founder of MIA: “We know gender equality has plenty of male supporters in our industry – many who probably don’t peruse public reading material.
“But where these guys are, how we find them and exactly how we get them on board with our initiatives… we have no bloody idea.”
As for the prize on offer? Says Stroombergen: “We drank it ourselves, toasted our failure and headed back to the drawing board.”