2023 Author: Gabrielle Mercer | [email protected]. Last modified: 2023-05-21 12:25
WOMAN celebrates women for their independence, strength and courage with a new campaign far from clichés.
As Austria's largest women’s medium, WOMAN is relying on a clear message with the claim # kannwe: It is time for a new self-image as a woman. Away from the "weaker sex" towards an attitude that is characterized by strength. An attitude that should not only be reflected in the editorial appearance, but of course also in the advertising campaign.
WOMAN has therefore commissioned the free creative team Sandra Reichl and Tobias Federsel to come up with a new and, above all, contemporary interpretation of this approach. Independence, strength and courage are the new attributes in the appearance. Especially in times of #metoo, it is important to give the WOMAN brand and thus also the “Frau” brand a new level of self-confidence in Austria. Clichés should not be encouraged, but exposed. The aim is not to find the lowest common denominator, but to explore the limits. The campaign shouldn't please everyone, it should keep everyone busy.
And it is already doing that: throughout Austria, on television, in the cinema, in popular magazines and daily newspapers, on city lights and in social networks, the meaningful subjects and the video clip can be seen.
WOMAN editor-in-chief and publisher Euke Frank on the new campaign: “For us, this new campaign is about a symbol of peaceful coexistence, about attitude, about solidarity across the entire population and about a more relaxed way of dealing with one another. Women and many other groups are still disadvantaged in our country. As the largest Austrian women's media brand, we want to strengthen and empower. A huge thank you to everyone who helped to implement this new image campaign. We are very happy!"
Anja Staszewski, Head of Marketing WOMAN: “We are currently experiencing a new, modern feminism. A women's movement as strong as we haven't had since the 1970s. As Austria's largest women's medium, we want to support all women on this path, encourage them and simply celebrate them as they deserve."
Siglinde Purrer, Managing Director WOMAN: “The culture of debate has changed significantly as a result of social media, we are 'always on' and live in filter bubbles. WOMAN would like to counter this: hear a lot of opinions, preserve values and show attitude. Communicating this is very important to us when communicating with women in Austria, and I would like to thank Sandra Reichl and Tobias Federsel for this strong campaign, which makes exactly that possible."