Prime Minister Anthony Albanese and Opposition Leader Peter Dutton have chosen Mamamia’s No Filter podcast, hosted by Kate Langbroek, as their platform to connect with millions of Australian women ahead of the upcoming federal election.
Both leaders made their way to Mamamia’s headquarters, stepping into the brand’s podcast studios for one-on-one interviews as they begin their campaign to “win over women” voters in the lead-up to this election.
History making
No Filter now holds the distinction of being one of Australia’s first podcasts to feature both the Prime Minister and the Opposition Leader in the same election cycle. As they gear up for a competitive race, both Albanese and Dutton are looking to shape their narratives and secure the votes of women, a demographic that could prove decisive in the 2025 election.
With digital platforms playing an increasingly pivotal role in shaping public opinion, Mamamia’s influence in the political landscape is stronger than ever – proving that when it comes to reaching key voters, podcasts are now part of the mainstream media playbook.
“Peter Dutton is the first liberal leader since Malcolm Turnbull to agree to an interview with Mamamia despite the media company reaching the vast majority of Australian Women of voting age,” notes Zara Curtis, Mamamia’s chief content officer.
“Scott Morrison refused multiple requests throughout his term as Prime Minister, and during his campaign, while Tony Abbott similarly refused, despite being Minister For Women at the time,” she said.
A revealing look at the nation’s leaders
Kate Langbroek, host of No Filter, set out to uncover a different side of Albanese and Dutton, and she wasn’t disappointed: “We know, or at least we think we know, the shape of the Prime Minister, less so that of Peter Dutton, Leader of the Opposition. In preparing for these interviews, I wanted our listeners to start to understand who they are as people, and even I was surprised at their candor, colour, and the sometimes unexpected turns both interviews took.”
Women voters take centre stage
With 9.9 million Australian women eligible to vote, their influence on the upcoming federal election is undeniable. In their interviews, Albanese spoke about the challenges of leadership and his commitment to creating more opportunities for women and girls, while Dutton provided a rare insight into balancing political life with family and his strategies for ensuring women’s safety across the country.
Podcasts: the new campaign battleground
As trust in traditional media declines, podcasts have emerged as one of the most influential platforms for engaging female audiences. No Filter offers an intimate, transparent space for leaders to connect with voters, making it a powerful tool in modern political campaigning. Research shows that 88% of Mamamia’s audience trusts recommendations made by podcast hosts, with listeners significantly more engaged – 65% pay attention to podcast ads, compared to just 39% for TV and 38% for radio.
Zara Curtis, Mamamia’s chief content officer
Mamamia’s unmatched reach
With an audience of 7.5 million Australian women across its digital ecosystem – including mamamia.com.au, newsletters, social media, and the world’s largest women’s podcast network – Mamamia is shaping political discourse in a way few media brands can. Its podcast network alone attracts 1.1 million unique monthly listeners, reinforcing the growing power of audio in shaping voter sentiment.
Curtis explains: “These episodes mark a significant milestone in our mission to ensure that the female voting population of Australia feels informed and empowered to make their voices heard in the upcoming federal election”.
“With women making up more than half of the population, Mamamia takes that position seriously with the potential to inform nearly every eligible female voter by empowering them with insights needed to make informed decisions in this year’s election.
“Mamamia’s purpose is to make the world a better place for women and girls. We are looking forward to our annual check in with the successful candidate to see how they have advanced women and girls in Australia,”she said.
Pictured: Kate Langbroek and Prime Minister Anthony Albanese