The Challenge
Feminism front and center: How the relaunch of Femina, one of the oldest women’s magazines in Denmark, changed up the Danish media landscape to create a more nuanced female representation and made the magazine the face of the modern women’s movement once again.
Femina was launched in 1952 with an ambition to reflect and inspire the life of the modern woman. The magazine had been known as a magazine with an ambition to represent all women and for not being afraid to push boundaries. However, in 2020 the magazine found itself consisting mostly of articles focused on recipes, fashion, diets, and knitting. Femina had lost touch with its roots and the cultural zeitgeist.
The Idea
The idea was simple: make the “F” from Femina’s logo the symbol for cultural conversations about all the things that are a normal part of women’s life, but that are stigmatized or that has become taboo in society in order to spark conversation and put feminism back on the agenda in the Danish media.
The Results
As a result, the magazine blended in with the rest of the Danish “vanilla” media landscape that tended to only represent a very narrow and somewhat outdated depiction of womanhood. Consequently, the magazine no longer appealed to its target audience in the same way, and it was losing readers month by month. Something had to change.
The relaunch of the magazine had to capture the cultural zeitgeist and make Femina a relevant participant and advocate for modern women’s movement once again.
