The Wom

Through its brands aimed at Gen Z, Webboh and The Wom, Mondadori Media delivered a range of activities and content aimed at raising awareness and understanding the views of young people on the issue of gender-based violence on the International Day for the Elimination of Violence against Women (25 November).

Webboh Lab, the first permanent observatory dedicated to Gen Z, conducted an instant survey on the topic of violence against women: the 8,000 answers from girls and women aged between 12 and 20 showed that 83% of young Italian girls, when questioned on the causes of gender-based violent behaviour, believe that the main reason is the cultural environment in which they live every day.

The research shows that girls and young women think there are at least five profiles of violent men: the self-absolvers (43%), i.e. those who continually justify their violent behaviour, reflecting a culture that perpetuates it; the medievalists (19%), who are linked to entrenched gender roles and family dynamics; the amplifiers of violence (17%), who experience aggression as an echo of bad media reports about the violence in the world around them and the impact on society; the underpressured (12%), represented by those who struggle with personal stress and family pressure; the de-empowered (9%), who blame power and gender role imbalances for their violence.

For the event, the two publishing brands aimed at Gen Z have published a schedule full of social media and web content to raise awareness about gender-based violence, offering useful tools both from a practical point of view, such as emergency numbers, and a cultural point of view to help prevent and fight the phenomenon, involving the younger generations.

Specifically, The Wom, the 100% inclusive brand created with the aim of raising awareness and supporting change and which offers articles, videos and in-depth reports on a daily basis both on its website and social profiles, has delivered a dedicated publication, informative content, poems, events and calls to action, and an illustrated Instagram carousel inspired by the true stories of women and their fears that has encouraged more than 2.000 people to tell their stories publicly, garnering over 130,000 likes.

Together with Sorgenia, awareness-raising content was produced, consisting of small tips on what to do if you find yourself with a person you suspect may be a victim of violence. The project, connected to Sorgenia’s #sempre25novembre campaign, aims to keep attention focused on this social emergency every day of the year and not just on the 25th of November.

The Wom also published content in partnership with DONNEXSTRADA with the “La violenza non è solo fisica ma… (Violence is not only physical, but…)” campaign, with the aim of illustrating different types of violence, both psychological and physical. The initiative was a great success among its followers, also thanks to video interviews with 3 activists from the Association who presented topics such as gender-based violence, how to protect oneself against aggression and psychological violence, and how victims of violence can be helped.

Webboh specifically chose to highlight the anti-violence and anti-stalking number 1522, by posting on its Instagram Stories – every day for a week at 3.22 pm – the message: “Quando ne hai bisogno, chiama: è importante (When you need it, call: it’s important)”. It also spread the Italian State Police Guide that can help people recognise a toxic relationship. The motto chosen by Webboh to raise awareness, “This is not love”, has been echoed by its followers, with more than 150,000 likes and the post being saved more than 5,000 times.

The Wom and Webboh support DONNEXSTRADA, the non-profit association that offers help to victims of violence, promotes change in society, provides legal and psychological support to victims, works for prevention and has created a network of 150 Punti Viola – safe places for women to ask for help – throughout Italy.

We thank the DONNEXSTRADA group.

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 3 million followers across TikTok, Instagram and YouTube, 70% of which are under 24. The website receives 2.5 million unique monthly users (source: Audiweb Monthly Average 2023). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Generation Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

The Wom is the new all-digital, social media first brand dedicated to Millennials and Generation Z, who consider uniqueness a strength and a value that enriches themselves and others. The Wom is the flagship for the younger generation on TikTok and Instagram, with a total fanbase of 9 million followers and 9 million unique users on the Internet (Audiweb Total Digital Audience monthly average 2023)

Webboh Lab, created from a meeting between Webboh (3 million followers on social media) with the research institute Sylla, with Chief Science Officer Professor Furio Camillo, is the first Permanent Observatory on Gen Z. Webboh Lab is committed to gathering the voice of the younger generation, to investigate and explore the issues in order to bring them to the table of those who make decisions for them, the adults of tomorrow.

The Wom, Mondadori Media’s 100% inclusive digital media brand, during Milano Beauty Week, expressed its two souls to the fullest, the value one and the “Beauty and Fashion” one, with the special #TheWOMderfulParty evening that involved the best beauty and fashion creators who are part of The Wom Squad and Power Talent Agency.

Special guest: Luigi Strangis. Singer, songwriter and multi-instrumentalist winner of the penultimate edition of Amici and a prominent personality in the younger musical scene, who performed in an evocative performance in which he alternated guitar, piano and vocal pieces.

The Wom’s exclusive event took place in the beautiful I Mirador terraces of the 21 House of Stories Navigli, open for the first time for a private party and embellished for the occasion by a glitter station with dedicated make-up artists and glamorous fittings.

A brand that continues to grow

The event was an opportunity to toast the success of the brand, which has reached 8 million total social followers mainly on the channels of choice of the Generation Z and Millennials target audience, Instagram and Tik Tok, and 9 million on the web (Audiweb, TDA average May-July 2023), but above all an increasingly active and participating community, with 5 million interactions in the last month (Source: Comscore, Shareablee), positioning itself as a leader in the under-35 female segment.

In addition, The Wom turns out to be the first brand also in terms of “intention to buy” for Generation Z (18-24), as revealed by a recent survey conducted in collaboration with Doxa – BVA and Hubits.100% of respondents in this age group said that they fully trust The Wom for purchasing advice in the beauty industry. The research showed that on average 3 products are purchased by each brand follower.

Daniela Cerrato, Digital Marketing Director of Mondadori Media, said: “It was exciting for us to celebrate, in this unique location, our milestones with the creators who have been following us forever and our special guests with whom we work in synergy. The extraordinary results obtained are the product of an editorial formula that places us on the same level of our audience, always listening to gather their instances and offer a point of view aligned with the values and orientations of this generation, promoting the invitation to express oneself without labels. And after the social and web election channels, where we aggregate our community, we are also going to extend our journey with events on the ground”.

The Wom is also an important reference point for brands, counting more than100 projects carried out in the past year with partner companies from the fashion and beauty sectors, as well as the travel, wellness and tech worlds. The content developed with partners is authentic and tailor-made storytelling, designed and created by the editorial team together with the creators of The Wom Squad and Power Talent Agency in collaboration with Mediamond/Brand On Solutions and able to balance the needs of brands with the expectations of users and actively engage the community.

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)

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).

The Wom, the 100% inclusive digital media brand for young millennials and generation Z, is today launching the #TheWomPower campaign to celebrate everyone’s uniqueness and freedom to express their personality.

The project is designed to actively involve the new generations on social media through an innovative and inclusive tool, which encourages creativity and helps people speak frankly and openly about themselves, becoming an inspiration to all the community.

People who do not wish to be boxed into a single definition are being invited by The Wom to share their “superpowers” on social media, i.e. share what makes them exceptionally normal, creating a short video with the new #TheWomPower TikTok effect and the Instagram filter. 

Just use your hands to create the The Wom “W” in front of your smartphone’s camera to activate the effect and be surrounded by the new explosive purple cloud in the brand’s palette, and so transform into one of the WOMderful Heroes with the courage and determination of The Wom. The effect is completed by the original Be WOMderful audio track composed specifically for it.

“After its début last month, the new #TheWomPower campaign is a new piece in the The Wom communication strategy aimed at reaching the young generation as its target, promoting the brand’s values. It is an initiative aimed at making everyone feel perfect in their uniqueness, multiplying the contents and positive models they can see themselves in. Because being normal is an amazing endeavour,” declared Daniela Cerrato, mass market brand manager for Mondadori Media.

The campaign has been developed working with the brand’s Gender and Inclusion editor, focusing also on accessibility for people who have hand motor coordination issues.

“The Instagram filter is completely inclusive: it can be activated your fingers or mouth. It is an important step towards eliminating all types of barriers,” explains Benedetta De Luca, Gender and Inclusion editor for The Wom.

The campaign will be expanded by the The Wom squad and involve over 50 creators. These include body positive creator Giorgy Colella, gamer and cosplayer Antonella Arpa – Himorta, creator and makeup artist Abbia Maswi, curvy influencer Barbara Conte, creator and gamer Gioffy, makeup artist and beauty creator Beatrice Gherardini, fashion stylist and creator Lucia Andreoli, beauty creator and makeup artist Pierangelo Greco and beauty creator Arienne Makeup.

All contents created by users and creators will be included in the #TheWomPower effect page on TikToK and in the The Wom Instagram stories.

The project was developed with the contribution of the TikTok Italia team and the FLU and Cosmic agencies.

To support the launch of #TheWomPower, a domination and amplification campaign was put in place and is currently active on TikTok and Instagram.

The Wom can count on a growing audience: in February, its total fanbase on social media was 3.7 million, with 100,000 more followers compared to January, with 2 million interactions (Source: Sharablee and Insight, February) and a 38% increase in unique users on the web (source: Google Analytics, February vs January).

The initiative confirms the versatility of the project that can be activated on the The Wom platform. Thanks to marketing by Mediamond, the brand’s exclusive dealer, customers can use original formats that strategically combine videos, reels, stories and challenges, curated with The Wom editors, to talk about different product sectors, ranging from beauty to fashion, pharma to travel. In each of these sectors it is possible to activate commercial solutions with different types of offers, with guaranteed reach and possibly involving the most WOMderful creators.

The Wom presents “Storie dall’Afghanistan” (Stories from Afghanistan), written by Afghan women who have found refuge in Italy. The series was produced in cooperation with Cospe, a no-profit association that promote rights and social justice in 25 countries around the world.

The report is a collection of eye-witness accounts of the crisis in Afghanistan. Dramatic, moving stories that could be told by many other women who have fled to Italy from Afghanistan, survivors who have escaped Taliban persecution but are living far away from their families, their loved ones, their rights as women, the free life and better future that should have been theirs.

The first stories posted on The Wom are by Reha Nawin, who escaped from the Taliban and reached Italy in August last year. Born in Kabul 37 years ago, she studied sociology at the capital’s state university. Today she lives in Florence with her husband and two daughters. The story of her life is, in part, the story of all those women who on 26 August did not manage to get into the airport and remained in Afghanistan.

«We had to wait two nights outside the airport before we could get in,» says Reha. «The Taliban would not give us permission to enter. There were so many people who wanted to escape. You saw such desperation in people’s faces, fear of the Taliban and sadness at leaving the country in such dramatic circumstances. Our Italian friends managed to help us and saved our lives».

«Giving a voice to Reha Nawin and the other young Afghan women is one of the ways we have chosen to raise the awareness of our readers, but also of our employees, about the importance of respect for human rights, and women’s rights in particular, and the need to make a tangible commitment to ensuring that diversity and inclusion are truly a constant of our being part of the Mondadori Group,» observes Mondadori Group Chief Diversity Officer Francesca Rigolio. 

The editorial project “Storie dall’Afghanistan” supports Cospe’s “Emergenza Afghanistan” campaign.

Find out more: The life, escape and hopes of Reha Nawin, an activist who fled from the Taliban

Mondadori Media announces its new all-digital brand The Wom: an innovative social media and web magazine dedicated to young millennials, a generation for whom uniqueness is a strength and a value that goes beyond labels to enhance them and others.

The brand name is an abbreviation of “woman”, with multiple meanings: The Wom powerfully overcomes gender differences (“Woman or Man”), celebrates all women (“Wonder Woman”, “Wonderful Me”), and talks the same language as users (“Word of mouth”).

Through an original editorial offer, The Wom promotes a culture that affirms free personal expression, as reflected in the claim “Be WOMderful, be yourself”: it addresses a community of people sensitive to the values of gender equality, self-acceptance and sustainability, with inclusive content and language typical of generation Z and millennials.

With the launch of this new female brand, designed to respond to the needs and interests of the new generations of women on their preferred channels, Instagram and TikTok, and on the web, Mondadori Media – the Mondadori Group’s social multimedia company, the leading player on social media in Italy with 57.5 million fans – is expanding its editorial offer.

«The Wom talks the same language as young millennials and generation Z. It’s an ambitious project that demonstrates Mondadori Media’s continuous capacity for innovation, rooted in digital expertise and constant attention to new languages and formats, making us a leading multimedia company on the web today and the first social destination in Italy. With The Wom we want to become a go-to for the under-35s on social media, affirming the uniqueness of each individual and providing inspiration in key areas of self-expression such as beauty or fashion,» said Andrea Santagata, general manager of Mondadori Media.

To safeguard its mission, The Wom is the first Italian editorial brand to introduce a Gender and Inclusion Committee. The purpose of the committee, an independent body, is to implement the values agenda of The Wom on the issues of greatest interest to the new generations. Its members will include such distinguished women as Benedetta De Luca, a law graduate and disability model, who, as Gender and Inclusion Editor, will ensure that the brand’s content and philosophy comply with all the principles that inspire The Wom, using appropriate language and sensitivity; Federica Gasbarro, an activist, biologist and green influencer, who, as Climate Editor, will raise the awareness of The Wom followers on climate-change-related topics; Victoria Oluboyo, a civil rights activist and intersectional feminist, and Ariman Scriba, a mental health advocate, who will focus on invisible forms of distress.

The Wom has already achieved extraordinary results: in the few months since the launch of the beta version on social media and the web, it has attracted an overall fanbase of 3.6 million followers, 90% of whom are women, and an audience of 5 million unique users per month, to become the leading brand in the under-35 female segment (source: Shareablee e Insight, January 2022; Google Analytics, January 2022).

The new brand stands out for the presence, on both Instagram and TikTok and online at www.thewom.it, of the main The Wom account and other 5 vertical profiles – The Wom Beauty, The Wom Fashion, The Wom Healthy, The Wom Life, The Wom Travel -, with features and inspirations relating to beauty, fashion, wellness, travel, lifestyles, to respond to the interests of this generation.

Another asset of The Wom is the production of short videos portraying the values of this generation, interpreted by a team of more than 50 creators from among the most popular names on Instagram and TikTok. They include gamer and cosplayer Antonella Arpa; creator and beauty influencer Martina Luchena; bionic model Nina Rima; curvy model Paola Torrente; beauty creator Arienne Makeup; body positive creator Giorgy Colella; beauty guru and influencer Damn Tee; creator and make-up artist Abbia Maswi; actress and creator Ludovica di Donato, for an output of more than 140 reels a month.

The Wom has a fluid design and hybrid mix of social media and web functions, such as a social media wall and tap browsing on the site in the style of Instagram stories. The look & feel of the www.thewom.it website has been created with moving “e(motion)al” elements, like the browsing ticker and the dynamic content-related palette of pastel colours.

The Wom stylistic identity is instantly recognisable thanks to Melania Gazzaruso, aka Memilus, a visual artist who narrates daily experiences with cartoon-style illustrations, accompanied by value-based phrases with which the community identifies.

The launch of The Wom is supported by a communication campaign designed by CasiraghiGreco&, for b2b publications and DOOH in the main districts of Milan; this will be followed in March by the launch of #TheWomPower, a special challenge on Instagram and TikTok for exceptionally normal “WOMder Women”, which will involve the brand’s top creators.

Marketing has been assigned exclusively to the Mediamond concessionaire, which will provide clients with innovative sponsored social and web formats, as well as unboxing videos, product testing reels and stories with brand editors. The Wom covers a variety of beauty- and fashion-related sectors, and also aims to expand into the pharma and travel areas through collaboration with creators and industry experts.

Ad hoc content, illustrations and social media cards will be completely customisable with the sponsor’s colours, maintaining narrative consistency and guaranteeing the integration of the adv message with the editorial content.