News Corp Australia has been working on an initiative for International Women’s Day themed around the hit song I Am Woman for some time.
However, Australian news brands have been juggling three massive news stories over the past few days and it was decided only shortly before deadline that I Am Woman would appear as a wrap across the cover of company newspapers across Australia.
The covers below show how some of the news brands kept part of their front pages for breaking news.
Behind the News Corp I Am Woman wrap
This project is being labelled the most ambitious wrap ever undertaken by News Corp Australia. It was a year in the making with the full understanding that a busy news day could mean it was spiked. This almost proved to be the case.
The 16-page spread features women of Australia – from anonymous Covid nurses, mothers and wives to better-known identities such as Ash Barty, Grace Tame, Jess Fox and Michelle Payne – all of them commemorating International Women’s Day.
Each page features a line from Helen Reddy’s chart-topping, feminist anthem, I am Woman, which also celebrates the 50th anniversary of it reaching #1 this year.
Each page also features a line that echoes the mastheads’ commitment “We’re for you” to their audiences, in this case tailored especially to the women of Australia.
The 16-page spread wrapped NCA’s four state-based mastheads, The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser and The Mercury in Hobart.
Four-page wraps appeared in Toowoomba, Cairns, Geelong, Gold Coast and Northern Territory newspapers.
A News Corp Australia spokesperson told Mediaweek: “This grand gesture took the market by surprise. We’d given no indication we were poised to do anything like this as we chose not to sell any advertising to support it. This was a gesture from our editorial teams to their audiences.”
The front page debate
“Editors across the country were spoiled with choice about what to put on the front page and debate about which story deserved to be the splash was rigorous.
“The question was, did they run the wrap or one of three stories, all of which are among the biggest news stories in recent years: the death of Shane Warne, the catastrophic floods or the worsening war in Ukraine?”
With over 12 months planning, the project was driven by general manager, consumer marketing, Bettina Brown, and Roller, News Corp Australia’s internal creative agency.
The project brought together senior marketing, editorial, pictorial, creative and media and legal teams to get permission to run the images and to get the rights to use Helen Reddy’s song.
One of the woman featured in the section, nurse Laura Keily, (pictured in PPE with the words: ‘I am wise’), said: “When I got the call telling me what it was and that I was going to be in it, I couldn’t quite believe it. I feel absolutely honoured to represent the many women (and men) who served on the front line during the pandemic. I’m just one of many of the faces behind the PPE so again, I just feel very honoured, so thank you for including me”.
International Women’s Day: Digital celebrations
While the I am Woman initiative worked well as a print execution, News Corp Australia also celebrated women with special digital features too.
International Women’s Day: 100 women reveal biggest obstacle they faced on their way to success (News.com.au)
News Corp’s women’s sport strategy a resounding success (News Corp Australia Sports Newsroom)
See also: Are Media hosts 2022 marie claire International Women’s Day Breakfast