Are Media has relaunched Girlfriend as a modern destination for Australian teens, with the health and sexual advice column Dolly Doctor returning on a refreshed digital platform.
Girlfriend, now in its 33rd year, has partnered with Pandora and John Frieda for the website revamp, which includes a new identity and content direction to speak to and inspire a generation Z audience.
And a reimagined Dolly Doctor is coming back as a standalone vertical on the new Girlfriend site.
The sexual and health advice column, which became a trusted authority for teens navigating adolescence for over 40 years, is due to return next month after a five-year absence.
A new modern visual direction for Girlfriend reflects a young, cool and fashionable era while remaining fun, feminine and fresh for which the brand is known for.
While the new Girlfriend branding gives it a cleaner, more polished look, it remains instantly recognisable and approachable to its audience today.
Girlfriend’s refreshed editorial strategy will have a focus on inclusivity and diversity while continuing to address its core content pillars of fashion, beauty, health, entertainment, trends, education and advice.
“For more than 30 years, Girlfriend has informed, entertained and supported millions of teens," says Fiona Baker, digital director, entertainment, fashion, parenting and youth at Are Media.
"But the reader of 30 years ago is not the same as the audience today, and Girlfriend is being enjoyed by a new generation who consume media very differently.
"Teens are still hungry for information and advice, eager to know trends and to engage with news, they are just not using traditional media platforms. Girlfriend will be meeting its teen audience at the places and platforms where they are today.
“The revival of Dolly Doctor is certainly very exciting – there would be barely a woman in Australia under the age of 60 who doesn’t remember hungrily reading every piece of advice in that iconic column."
The new Girlfriend will also connect to its audience through email and via social platforms including TikTok and Instagram. It will also be looking at ways to listen to its audience and hear what today’s teen in Australia has to say.
In 2021 Girlfriend will also launch a digital-first Girlfriend Role Model Search focusing on young women who inspire their generation and use their voice to empower and lead others. The campaign will include virtual competitions, commissioned content from Gen Z creatives, a mentorship series and an Instagram cover series.
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