MIA celebrates International Day For Failure by announcing campaign flop
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.”
13 Comments
That’s a lot of words.
… because here come the men and they feel victimised
Worthy read.
class
Bring back long copy, a forgotten art.
https://campaignbrief.com/aca-releases-create-space-census-results-launches-action-plan-to-address-gender-inequity-mental-health-and-negative-behaviours-across-the-australian-advertising-industry/
A classy piece
But (yes there is a but), I don’t think the media placement is right. Given the title of the magazine, not many males will be picking up Maven to read it in the first place. Now in saying that, if it was in Campaign Brief Mag or AdNew would men bother reading the copy… not sure but it would make a better test. Still a good idea and lovely writing.
Wow…how meta. Brilliant work as usual – good luck finding these ‘male allies’ you speak of.
My faith in their existence dwindles by the second.
@women are the majority… only 39% of respondents to that census were male… so the majority would reflect as female.
39% of 2652 respondents. What sample size would you need?
Pretty sure that was their point. Why shouldn’t us men be reading mags that celebrate women? Women have been reading our male dominated trade rags forever.
pretty disingenuous. If you want male allies, using cheap PR stunts and a call to action hidden within a bunch of waffle inside a 200 print run of agency coffee table clutter, is a good way to flag you’re not really interested in acquiring them at all.
And to anyone who disagrees with the above, male or female, did you read it and know about this?
This didn’t flop. It was designed to fail. And that’s quite disgusting.