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What do women want to read about?


The challenge

Sarah Millican does not want to be put into a box! Let’s rephrase that.

The comedian finds most women’s magazines uninspiring with a distinctly narrow idea of what women want to read about. So, when she launched her antidote to women’s magazines, a new online publication called Standard Issue, she turned to us to help promote it across social media.

What we did

  • Story concepting
  • Film production and direction
  • Film editing

Our big idea

Sarah’s big idea was to provide a smart, witty magazine that spoke to all sorts of women, giving professional writers and also ordinary women, a platform to talk about the things that matter to them, not just the traditional froth of fashion, food and celebrities.

We loved the concept and created two films that would help launch the magazine and get its message out to as many women as possible. We filmed an interview with Sarah talking about the magazine and why she wanted to set it up. We also filmed Sarah in conversation with a panel of funny women including Katherine Ryan, Susan Calman and Bridget Christie.

In it, the women discuss everything from childhood memories to what it’s like to be a woman in the male-dominated world of comedy. As well as the promotional film, we created four teasers which were used across social media to create a buzz, attracting both viewers and advertisers.

The impact we made

Standard Issue had 3m hits in its first few weeks and has since morphed into a hugely successful podcast with a wide range of contributors including Lucy Mangan and Issy Suttie.

With over 577 issues under its belt, Standard Issue has definitely found its audience with women of all ages and from all backgrounds regularly tuning in for their dose of wit, banter and serious stuff.

To tune in to the Standard Issue podcast series, click here to find out more.

Have a project that you need help with?

  • We thoroughly enjoyed working with the Toucan team. They were professional, brilliant and a pleasure to deal with.

    Sarah Millican

    Comedian, Founder, Standard Issue Magazine

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