Page 64 - Adnews Nov-Dec 2022

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“So if you can do things that you enjoy and other people enjoy them as well that’s probably the strongest motivation I think.
“Rather than saying oh, we're brand Thinkerbell so Thinkerbell is going to have a branded podcast - that never really came into it.”
Creating a safe space
As an extension of the mentorship program The Aunties, the podcast Mums On Call chats to Mums in the industry about what it’s really like to have a career in advertising.
Lauren Eddy, senior copy- writer at Bullfrog, co-founder of The Aunties and co-host of Mums On Call told AdNews that the pod- cast’s motivation was to further extend The Aunties support sys- tem specifically to Mums.
“We thought doing a mum-spe- cific mentoring program would not be the most time efficient or best way to create a community around Mums.
“So podcasting felt like the per- fect format for time-poor Mums to share knowledge, stories and have these conversations.
“I think as an industry we do a great job of talking about the work and promoting ourselves about the work we do, but there isn't a whole lot of conversation about the real people behind the work and the lives that go on outside of work.
“This feels a little bit different to other podcasts, which might talk about work or interview famous ad stars – we're more interested in find- ing stories from Mums since those are often hidden in the workplace.
“It was a little bit of a selfish endeavour from my co-host Katarina Matic and myself because we're not Mums and really wanted to know about parenthood in this industry.
“So it's kind of the only Mum podcast hosted by non-Mums but we didn't want to have a Mum hosting and have their time taken up - I think Mums are busy enough. Having them as guests was a better idea.
“Selfishly, as non-Mums, we do benefit from the podcast, because if we do ever want kids one day, this is a hugely beneficial resource and we're not the only industry people who might want kids one day.
“Or even people who do have kids can definitely benefit from this.
“We feel so much more hopeful about the future of the industry for parents - there's still a long way to go, but things are getting better.
“And I think it's because people are having more open conversations like this and we know from the feedback that the podcast has touched and benefited so many non-Moms to Dads and everyone in between.
“Of course, a lot of Mums have really resonated with the content, they feel inspired, heard and seen.
“Which really reinforces the idea that we're actually doing something useful, because we don't just want to talk for the sake of talking.
“I think most people do want to share, they do want to have these conversations out loud, but they just rarely get the opportunity.
“If you're thinking of creating a new podcast, I suggest you think about whether your intended topic is needed, whether people will