The Wom

The Wom, Mondadori Media’s 100% inclusive digital brand that speaks to young millennials and Generation Z, has won the Diversity Media Awards 2023 for the “Best Web Article”.

The eighth edition of the “Inclusion Oscars”, organised by the non-profit “Fondazione Diversity”, awarded the characters and media content that have contributed to an inclusive representation that highlights people by gender and gender identity, sexual and affective orientation, ethnicity, age, disability and physical appearance.

These are issues close to the heart of The Wom’s mission, which has become a touchstone for the younger generation on the Internet and on social media for the ability to combat prejudices and stereotypes with levity and empathy and highlight the uniqueness of every individual.

The Wom has set itself apart in the “Best Web Article” category – as part of the media awards – because of “‘No Data’: the investigation denouncing the lack of data on Italian Law 194”, written by contributor Francesca Polizzi.

“We are proud to receive this award: it’s an important recognition for the work done by The Wom team, just over a year after its debut on social media and the Internet. We make a daily commitment that comes from the need to make room for issues like equal rights, diversity and inclusion”, said Daniela Cerrato, Digital Marketing Director at Mondadori Media. “Our first mission is to raise awareness and we do it using a language that goes beyond any label, to get closer and closer to what our future represents, namely the new generations”, concluded Cerrato.  

That value, promoting an inclusive culture, is at the heart of the entire Mondadori Group’s commitment.

“As Mondadori Group we’re particularly proud of this major achievement from The Wom. It’s a privilege and a continuous source of enthusiasm for all of us to be able to contribute to the creation of a more inclusive, attentive and future-oriented society and world of work”, said Francesca Rigolio, Chief Diversity Officer of the Mondadori Group and Head of Human Resources in the Books Department.

The Wom is the new all-digital, social first media brand dedicated to Millenials and Generation Z, who consider uniqueness a strength and a value that enriches themselves and others. The Wom is the touchstone for the younger generation on TikTok and Instagram, with a total fanbase of 5 million followers (Shareablee + social insights May 2023) and 9 million unique users on the Internet (Audiweb April 2023)

This June, our brands take part in the festivities of Pride month, a time of the year dedicated to celebrating the diversity, inclusion and rights of the LGBTQIA+ communities.

Pride month is an occasion to foster values such as respect, equality and tolerance towards each individual, regardless of their gender, identity or sexual preferences.

For pride month, we recommend a series of publications on LGBTQIA+ topics published by our publishing houses. We believe in the power of books as a tool used to convey inclusiveness through stories speaking of all shades of love.

Mondadori and Star Comics created a special Pride month page on their respective websites to demonstrate their commitment towards inclusion and diversity. In fact, the same will contain various book suggestions for its readers. And there’s something for everyone: from comics to novels or autobiographies to memoirs.

Thanks to this initiative, people can access a vast range of editorial offers depicting heartfelt and open-minded stories full of brave characters.

Our publishing houses also suggest other reading suggestions:

The Wom also created a special section on its website. The Wom in fact addresses its community through such area by sharing content developed to give space to the LGBTQIA+ communities and clarify the most controversial issues to spread awareness and inclusion.

 

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The Wom, Mondadori Media’s 100% inclusive digital media Brand, becomes a leader in the women’s segment with 8 million individual users and over 5 million fans on the social networks just under a year of its launch (source: Audiweb, July 2022).

With a primarily social and 100% inclusive nature, The Wom is present on Instagram, TikTok, Facebook and WWB with a main profile and thematic vertical channels. Such transversal offer has led the Mondadori Media brand to become a point of reference for the new generations, thanks to its ability to relate the interests of both the millennial and Z generations.

The brand enhances individual uniqueness through contents by sharing the values, experiences, emotions and sensations of an ever increasing number of people by overcoming stereotypes and taboos.

“We are very happy with these results: The Wom made its way up the web and social rankings and become a point of reference for the new generations of women in just 8 months. For us, The Wom means the pursuit of happiness and our content proposal is refreshed daily, thanks to the constant exchanges of ideas and emotions of all those involved in the project – from the creators and editors, to the very strong community that developed around the brand – and who share our values, beyond all labels,” stated Daniela Cerrato, Mondadori Media’s Mass Market Brand Manager.

The offer is now expanding by adding The Wom Horoscope, full of astrological contents and articles so as to meet the needs of the new generations’ increasingly more evident passion, to The Wom Beauty, The Wom Fashion, The Wom Healthy, The Wom Life and The Wom Travel.

The website contains a special area devoted to daily horoscopes illustrated with The Wom’s unmistakable stylistic code and in-depth insight on the characteristics of each sign.
The Instagram profile provides daily inspirations and curiosities in a fun and ironic key: infographics, memes, astro stories and astro reels related to the zodiac signs, but also fashion, beauty, health and lifestyle forecasts developed together with the creator Luigi Torres Cerciello, insta-astrologist and author just acquired by The Wom. Viral contents are presented in the language of digital natives and are able to reach over 700 thousand followers on Instagram, a fan base mainly consisting of under 35 female users and which further strengthens the brand’s audience in this age group.

Today, The Wom boasts a team of over 60 talented experts, who contribute to the production of 1.000 original contents each month between the website and social networks which reached a total of 16 million video views (source: Shareablee and Instagram reels insights, September 2022).

The Wom’s novelties and milestones were celebrated in the heart of Milan at 21WOL during an exclusive event, “The WoMderful Squad,” which brought together all of the brand’s top creators for the first time, as well as some exponents of The Wom Committee, among which Benedetta De Luca, Gender and Inclusion Editor, Federica Gasbarro, Climate editor, Ariman Scriba, mental health advocate and Victoria Oluboyo, civil rights activist and intersectional feminist.

The special evening focused on the stories of those who strive to ensure the brand’s success each day, such as the creators Paola Torrente, Samuele Bartoletti, Henry Scorner, Abbia Maswi and Hiba Omra. The performance of the emerging artist Marsali animated the evening.

The Wom received excellent feedback, also for the work carried out by Mediamond, the agency that designed the advertising solutions, through a series of special projects in constant development, and thanks to which over 30 customers decided to get involved in the brand’s initiatives within the first 6 months.

Pride Month has been yet another opportunity for The Wom, Mondadori Media’s new 100% inclusive digital media brand, to confirm its positioning as a point of reference for young millennials and generation Z, who regard uniqueness and freedom of expression as strengths and values that enrich them and others, over and beyond labels.

For more than 1 month The Wom provided its entire community with a rich editorial program of stories and analyses on all 5 of its social channels and on the web: a special marathon with more than 120 content items, which reached over 10 million people (source: Google analytics e social insight, June 2022).

Many video accounts and insights have been shared, enhanced by continuous storytelling on social media and the web that raised awareness about current key issues, thanks in part to contributions from 20 video creators and authors from the LGBTQIA+ universe: they included Sara Fregosi, who told The Wom community about her difficult coming out with her mother, and Samuele Bartoletti, a victim of teenage bullying, who sent a message of freedom and pride in telling his story. The editorial program also included curiosities and analyses shedding light on some of the most keenly debated questions, in part through the Vocal Carousels, a collection of original audio clips in which The Wom asked members of its community about their experiences of Pride.

For each item, The Wom chose the most suitable format and channel: from short reels on TikTok, with stories from the creators and information content, to the Carousels and vertical reels on Instagram devoted to make-up, style pride and fluid fashion; from the web capsule, with a daily agenda on the issues of the LGBTQIA+ community, to  live coverage with IG Stories from Milano Pride, where a video maker and editor interviewed participants to convey the experience in real time on social media. The new special edition format will be used to examine many other issues and events over the rest of the year.

For Pride Month, the brand also launched The Wom Pride, a new rainbow visual, which accompanied the brand storytelling, with The Wom Pride logo appearing on all social channels, the pride rainbow bar on all content, a fixed navigation link on the website, and a fixed space dedicated to the web capsule on the website homepage.

The project confirms The Wom’s mission to promote a culture that affirms free expression of personality: addressing a community of people who care about the values of gender equality, self-acceptance and sustainability, with the typically inclusive content and language of generation Z and the millennials, The Wom is the first Italian media brand to form a Gender & Inclusion Committee.

The Wom audience continues to expand, with 10 million unique users (source: Comscore March 2022), a 4 million fanbase and 35 million video views (source: Shareablee e social insight, May 2022).