Advertising gender equality group Fck The Cupcakes calls on men to ‘be the change’

Casual misogyny is endemic to our social make-up and with archaic portrayals of gender reflected back in advertising, media and marketing, there’s a self-perpetuating cycle that will continue unless more is done.

Men can no longer switch off from the gender equality conversation and must take an active role in helping drive the issue forward, according to creative industry initiative Fck The Cupcakes (FTC).

FTC, which aims to end casual misogyny and champion equality, is set to launch a national marketing campaign to draw attention to the issue.

Called ‘Be the Change’, the platform aims to engage men in the fight for gender equality and calls on brands, as well as agencies and media owners, to also get behind the issue.

Crafted by some of advertising’s most acclaimed creative minds and informed by men’s charity organisations, the campaign urges men to ‘be the change’ and take a more active role in the conversation around gender inequality.

‘Be the Change’ is the new ad campaign from creative industry initiative Fck The Cupcakes, which aims to end casual misogyny and champion equality.

ViacomCBS chief sales officer, Rod Prosser, who supports FTC, said: “We want to acknowledge that many men want to help and be responsible for positive change, but in such a nuanced conversation, many don’t know how.

“We’re on a mission to help people recognise the problem and then create a safe space to learn the tools to listen, ultimately giving permission to contribute to the fight for gender equality 365 days a year.”

ViacomCBS chief sales officer, Rod Prosser, supports FTC and said in such a nuanced conversation, many men don’t know how to help. (Photo via LinkedIn post)

The Be the Change concept came from the insight that often men switch off from the gender equality conversation, with most thinking it‘s more progressed than it really is. A reason for this being that a lot of the messaging for this topic isn’t directed to them – rather it’s speaking to women, who can only do so much to move the dial.

FTC founder and Innocean Australia CEO Jasmin Bedir, who rallied a committee to build out the creative, said funding support is required to roll the campaign out wider.

The Fck The Cupcakes committee includes Innocean who’s leading on creative, media agency Hearts & Science, PR shop Edelman and PerformixMercerBell working on the digital strategy. Publishers 10 ViacomCBS, JCDecaux, ARN, Hoyts, and Val Morgan have also joined to amplify the campaign, with Never Not Creative, shEqual, and Impact.com also supporting the work.

Ms Bedir said it‘s also critical for brands to get involved because they inform popular culture and societal norms.

Making the movement more than getting brand backing for an ad campaign, Ms Bedir said she’s hoping that brands will change how they sell.

“Advertising is devised off the basis of cultural truths. While we may have seen progression in past decades, the reality is casual misogyny is endemic to our social make-up,” Ms Bedir said.

“Archaic portrayals of gender are therefore reflected back in advertising, media and marketing. This self-perpetuating cycle will continue until brands shift from mirroring old tropes, to motivating better behaviours and attitudes.”

Ms Bedir added that it’s an opportunity for a brand to use its platform for good and reset the national conversation around gender equality by focusing on the only gender that can actively make a change.

“We are looking for like-minded brands to come on board and help fund the production so we can extend the invitation to men across the country and create real and lasting change,” she said.

The campaign aims to kick off with a teaser campaign this month to encourage more brand support for the major marketing effort.

Out of home ad from the ‘Be the Change’ ad campaign