Fck The Cupcakes ‘Show Up For IWD’
For year two of FTC we launched a platform aimed at getting more men to ‘show up’, lean in and listen on March 8th – International Women’s Day.
At the heart of the activity was a social teaser dubbed “Invi-Tate-ion”, that took the hateful the words of Andrew Tate and turnied them into an inclusive invitation for men to show up.
The second stage was an out-of-home, digital and social campaign called “Unsolicited Invites” that asked Australians to actively invite men to attend specific IWD events.
We received death threats from right wing men’s groups. It was all quite scary. However, it showed we need campaigns like this more than ever.
The ‘Invi-Tate-Ion’ (See what we did there?)
‘Show Up For IWD’ Case study
‘Unsolicited Invites’ were slid into the inboxes of men around Australia in the lead up to IWD
All the Unsolicited Invites ran in OOH in the lead up to IWD
‘Show Up For IWD’ Award Board
★ Awards
AWARD Australia, 2024
Shortlist for Purpose, Creativity for Good
One Show Awards, 2024
Shortlist in Campaign for Good
Ad News Awards, 2023
Winner of the Diversity Award
B&T Awards, 2023
Shortlist for Award for Bravery
Shortlist for Award for Diversity
B&T Women in Media Awards, 2023
Shortlist for Best Campaign that Champions The Equality Cause