Gender equality movement, Fck The Cupcakes (FTC), hosted its inaugural event 'Yeah the Pies' event in Sydney on Thursday, in a bid to engage men on the topic of gender equality.

Hosted by MasterChef champion Brent Draper and professional coach Iain Schmidt, the event saw over 60 industry men participate in baking pies and engaging in conversations about gender equality.

Participants included Tony Hale (Advertising Council Australia), Peter Horgan (OMD), Chris Freel (Ooh!media), Stephen Wright (TrinityP3), Kerry McCabe (Founder UnLtd) and Hyundai Director of Marketing and Product, Andrew Tuittahi.

The evening's formalities concluded with an after-party attended by both men and women from industry, and a large FTC cupcake cake.

FTC founder and Innocean CEO, Jasmin Bedir, said: “The launch event was a humble attempt to pull an ongoing fun and meaningful program off the ground that brings men into the room on the topic of gender equality. The feedback we got was incredible – which confirmed that we are on the right track. We cannot wait for the next Yeah The Pies session, which we are planning for winter.”