Are Media have relaunched Girlfriend as a modern destination for Australian teens, with the iconic health and sexual advice column Dolly Doctor set to return on the new refreshed digital platform.
Now in its 33rd year, Girlfriend has partnered with Pandora and John Frieda for the website revamp, which includes a new identity and a content direction that speaks to and inspires today’s generation Z audience.
Are Media have also announced that a reimagined Dolly Doctor is coming back as a standalone vertical on the new Girlfriend site. The sexual and health advice column, which became a trusted authority for teens navigating adolescence for over 40 years, is due to return next month after a five-year absence.
A new modern visual direction for Girlfriend reflects a young, cool and fashionable era while remaining fun, feminine and fresh for which the brand is known for. While the new Girlfriend branding gives it a cleaner, more polished look, it remains instantly recognisable and approachable to its audience today.
Girlfriend’s refreshed editorial strategy will have a focus on inclusivity and diversity while continuing to address its core content pillars of fashion, beauty, health, entertainment, trends, education and advice.
Fiona Baker, digital director, entertainment, fashion, parenting and youth at Are Media said: “For more than 30 years, Girlfriend has informed, entertained and supported millions of teens. But the reader of 30 years ago is not the same as the audience today, and Girlfriend is being enjoyed by a new generation who consume media very differently. Teens are still hungry for information and advice, eager to know trends and to engage with news, they are just not using traditional media platforms. Girlfriend will be meeting its teen audience at the places and platforms where they are today.
“The revival of Dolly Doctor is certainly very exciting – there would be barely a woman in Australia under the age of 60 who doesn’t remember hungrily reading every piece of advice in that iconic column.
“This relaunch could not have happened without the support of our brilliant commercial partners Pandora and John Frieda. Their support enabled Girlfriend to rebrand not just in look and feel, but through a launch video and photography that represents the new brand direction.”
In addition to the always-on website, the new Girlfriend will connect to its audience through email and via social platforms including TikTok and Instagram. It will also be looking at ways to listen to its audience and hear what today’s teen in Australia has to say.
In 2021 Girlfriend will also launch a digital-first ‘Girlfriend Role Model Search’ focusing on young women who inspire their generation and use their voice to empower and lead others. The campaign will include virtual competitions, commissioned content from Gen Z creatives, a mentorship series and an Instagram cover series.
Please login with linkedin to commentAre Media
Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]
According to a new study by Gemini, the meteoric rise and subsequent volatility of Bitcoin has many Aussies considering whether digital assets have a place in an investment portfolio, often comparing cryptocurrencies against more traditional asset classes, such as property. Now, as concerns grow over inflation and the economic slump – motivating many investors to look […]
Facebook has officially released the campaign for the succinctly named Ray-Ban Stories: First-Generation Smart Glasses. The Ray-Ban Stories are, according to Facebook’s official release, “smart glasses that give you a new way to capture photos and video, share your adventures and listen to music or take phone calls.” They are the product of a collab […]
M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]
Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]
Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]
Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care, e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]