MIA (Mums In Ads), to celebrate International Day For Failure, have revealed the woeful results of Gender Equality in Adland Doesn't Need More Words, a campaign to find male gender equality allies and recruit their support.
The network tackling underrepresentation of mothers in the advertising industry had dangled the carrot of a mysterious prize inside a an ad about gender equality within the pages of Mavens Magazine, an independant publication to champion women in Australian advertising and media.
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.
However, the results didn't overwhelm. Since going live four weeks ago, the ad has received a total of zero responses.
Regina Stroombergen, co-founder of MIA: “Look guys, we’re not mad… just disappointed. And although this exercise completely tanked, we’re not deterred.”
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? Stroombergen: “We drank it ourselves, toasted our failure and headed back to the drawing board.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.