Gender equality movement, F*ck The Cupcakes (FTC), is set to launch 'Yeah the Pies', a year-round program aimed at engaging men in conversations about gender equality.

The program will kick off with an event on 11 April, inviting men from the Australian marketing and media industry for an afternoon of cooking and discussions. FTC has partnered with Paramount, Infinity Bakery and Bloke Coaching for this campaign. The event will be hosted by MasterChef champion Brent Draper and professional coach Iain Schmidt.

FTC aims to engage the 'movable middle' men, constituting 30% of the Australian population, defined by their openness to progress, new ideas, and empathy. The campaign is designed to provide a real-life event to drive the gender equality agenda, starting with men in the advertising and media industry.

FTC founder and Innocean Australia CEO, Jasmin Bedir, stated, "We’ve struck a chord with our sentiment that International Women’s Day is meaningless if women continue just to talk to other women. But it is incredibly difficult to get men at scale engaged in the topic of gender equality, which was confirmed by the Gender Pay Gap data released earlier this month. The ‘Yeah the Pies’ program will be a blueprint for organisations to engage men the right way so IWD 2025 is not again another room filled with women and cupcakes."

Innocean Executive Creative Director, Wez Hawes, added, "A lot of men want to be involved in gender equality and do more, but don’t know how. Men also find it hard to talk face to face, preferring to open up shoulder to shoulder. That’s why we’re baking some pies and strapping in to chat about some of the big, small, and sometimes awkward themes of what it means to be a man and cook up conversations that will ignite real change. We’re going to show what an IWD event could look like if you f*ck the cupcakes, bring on the pies."