Are Media Relaunches Girlfriend With Iconic Dolly Doctor Set To Return

Are Media Relaunches Girlfriend With Iconic Dolly Doctor Set To Return
Tim Addington
By Tim Addington
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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.

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