Hunger Games Won’t Hold Back Brisbane Teen

Sickly skinny models have critics worried, but the pressure doesn’t phase our rising star, Chantal Monaghan.

It’s the ongoing battle of the fashion industry, the controversy surrounding the health of models and the portrayal of what the industry considers as an acceptable, or “perfect”, body image.


Cassi Van Den Dungen on the runway for Alex Perry at the Australian Fashion Week. Image by Attila Szilvasi, Source: The Daily Telegraph
Cassi Van Den Dungen on the runway for Alex Perry at the Australian Fashion Week. Image by Attila Szilvasi, Source: The Daily Telegraph

The fashion industry is one of the harshest in the world, putting a huge amount of pressure on young models, particularly females, in regards to their health and state of mind.

Critics have dubbed the recent Australian Fashion Week the “hunger games”, following the shocking “parade of strutting skeletons” on the runway for Alex Perry.

The Australian designer’s choice to include 2009 Australia’s Next Top Model finalist, Cassi Van Den Dungen, in his show has not only landed him in hot water with critics, it has also alarmed crowd veterans and even Queensland MP, Andrew Laming.

Laming has called for a “more vigilant code of conduct” for designers, agencies and Australian fashion event co-ordinators, wanting a signed agreement that their models would be of a healthy BMI, between 18.5 and 25.

Marie Claire editor, Jackie Frank, has also expressed her concern to reporters telling them “when I saw those legs I nearly died. I rang the model agent and said ‘why is that girl walking down the runway when she’s clearly not healthy?”

Perry has since come out and publically appologised for his ‘serious lapse of judgment’, telling channel Nines Today Show host’s “I’m putting my hand up and saying I did that, that was wrong… It’s the wrong image to present”.

Those in the industry are urged to speak out and put pressure on agencies to promote models of a healthy weight.

In order to get work, international models are faced with the pressures of fitting into extremely small European sample sizes, their body is their work and if they their ‘work’ is not shaped right, they lose their jobs.

Industry sources have told The Daily Telegraph “the onus is on the designers, who need to create bigger sample sizes.”

But according to Brisbane’s aspiring supermodel, Chantal Monaghan, she has never felt pressured to fit into smaller sizes, “the only thing that has been instilled in me is to eat healthy, get lots of rest, drink lots of water and believe in yourself.

I think the industry has changed over the years and become more aware of the many different body types that are acceptable and look good in specific styles.

Chantal’s editorial shot for the Brisbane exhibition races in News Corps, MX magazine.
Chantal’s editorial shot for the Brisbane exhibition races in News Corps, MX magazine.

I do understand why people are concerned for the health of models as we are all different shapes and sizes but I think there is a greater variety of fashions and looks being offered now which cater for all,” she continues.

“Everyone in the world has something unique and beautiful about them to make them who they are and I think the main thing is to promote a healthy lifestyle.”

The 18 year-old had international supermodels declare “war” for the chance to mentor her on the first ever The Face Australia.

“It was amazing being chosen for The Face and a wonderful experience. I feel very fortunate to have been chosen from the many girls that applied.”

Leaving a lasting first impression on the mentors, especially Naomi Campbell and Nicole Trunfio, Chantal had the two fighting over her presence on their teams.

“I got Chantal. I got Chantal”- Naomi Campbell

Choosing “Team Naomi”, Chantal tells The Face she is “determined to build her career and achieve success and longevity in the business”.

Free to use image: Naomi Campbell

She finds the biggest pressures in the industry come from competing for jobs with so many other beautiful girls, however, “the clients usually know what they are looking for and you have to get used to rejection and move on if not chosen for a job.

You have to realise that you may not have been what the client was looking for and it is not a reflection on you personally.”

Chantal’s passion for modeling began at a young age, modeling for children’s brands such as Yaz and Little Workers.

After being scouted in New Zealand at the age of 14, she returned to Australia and was signed with Vivien’s Model Management.

Since then her career has really taken off, modeling for designers such as Camilla in the Australian Fashion Week Sydney and the New Zealand Fashion Week as well as editorial shoots for Girlfriend Magazine and Q weekend Magazine.

Chantal says, “I am so lucky to work with international professionals, it’s such a great opportunity to learn from some of the best. Everyone is very supportive and willing to pass on their experiences and knowledge.”

Being involved in such a demanding industry at a young age takes a toll, especially when you are away from your family and friends, “there are many

early starts and long hours in this industry and you need to keep healthy and get lots of rest to be physically capable of doing a good job.

I have found rejection in the past can make you doubt yourself and your ability but if you can talk yourself out of any negative thoughts and go back and revisit your past achievements then this makes you stronger and more determined to succeed.

I know I just need to keep going and know that there are many more opportunities out there.”

Friends of the local teen say they are proud of all she has accomplished and are excited to see what her future holds.

“I think it is so cool, I am super envious that she’s met Naomi Campbell and walk the catwalk with her” says school friend Imogen Taylor.

Despite the worries of the model industries critics following the Australian Fashion Week debacle, friends believe in Chantal and are not apprehensive about the pressure affecting her health or well-being.

“I’m not concerned about the pressure getting too much for Chantal; she has been in the industry since she was about 4, so I think she has learnt by now how to deal with the pressure in her own way.”

In fact Imogen believes Chantal’s recent exposure to the international industry has been good for her, “I think it has built up her self confidence and has encouraged her to go to castings she might not have tried for before The Face.”

“I have become very adaptable and pick myself up after any disappointments and focus on my next success,” Chantal says.

“I am very determined to succeed and will push on and work hard to make that happen.”

The Face airs on Fox 8 every Tuesday night at 8.30pm.


Last updated April 2014

Kaileigh’s Legacy Lives On

To most people, a bucket list is just a lifetime “to do” list. But, for one Batemans Bay family, it is the legacy that keeps their daughter’s spirit alive.

With bright eyes and a bright future, Kaileigh Fryer was like any other teenage girl.

Moving to Sydney in 2012 to undertake a business degree, Kaileigh worked, studied and partied.

But, there was more to Kaileigh then what met the eye.

Almost a month before her 20th birthday, Kaileigh’s life came to a tragic end, in Sydney’s North, early hours Wednesday, 9 April 2014.

Passenger in a car that left the Terry Hills road and rolled, Kaileigh died at the scene.

The 24 yr-old Wahroonga driver was taken to Royal North Shore Hospital with non-life- threatening injuries.

The car Kaileigh Fryer was in when she tragically lost her life. Photo Bill Hearne Source: DailyTelegraph
The car Kaileigh Fryer was in when she tragically lost her life. Photo Bill Hearne | Source: DailyTelegraph

He was later charged with six offences including negligent driving occasioning death, dangerous driving occasioning death and high-range drink driving.

Struggling with the loss of their middle daughter, Michelle and David Fryer found comfort in a journal they found when collecting Kaileigh’s belongings.

The journal contained a list of 49 things Kaileigh wanted to achieve before she died.

While some of her goals were simple, like “dance in the rain with someone I love,” and “plant a tree,” others were not so easy.

Kaileigh had wanted to open and orphanage.


While none of the Fryer family knew she had a bucket list, they weren’t shocked by the passion Kaileigh had put into it.

“We have no doubt that she would have done everything on that list,” the family says.

Though they are still amazed by the depth of such a young girls dreams, Kaileigh’s father, David, told channel Sevens Sunrise.

“She had spoken of these things since she was 16.”

Michelle, her mother, continued stating, “she was an amazing person and her bucket list shows that.”

The pair typed up the list and handed it around the day they buried their daughter, telling those that attended “tick it off and think of Kaileigh as you do it.”

The list has since gone viral and has even been published in German newspapers.

Kaileigh’s list is inspiring complete strangers worldwide, who have now set out to complete it in her honour.

Michelle and David have been overwhelmed by the support and impact their daughter is having on the world at the moment.

Ticking off number seven on the list, “to write a song,” singer/ songwriter for the Austrian band My Glorious, Sami Goodenough, says the list is trending on Facebook in Germany.

“A friend of mine was having a hard time when she came across the list and I think it really encouraged her.

“She came to me looking to get a group together to fulfill some of the tasks on the list. When we got the group together, we sat around for about two hours thinking of ideas”

They named their song A Hundred Tries and posted it on YouTube in tribute of Kaileigh for her birthday.

“This is number seven off the list,” he opens the video, “for an awesome girl, happy birthday.”

Acknowledging the fact that they were doing this for Kaileigh, they decided to write it from her perspective and address the way they think she would feel now that she is no longer here.

“I dreamed a dream but I woke up too soon, there’s never a good time to say good-bye,” Sami sings.

“And even if it’s sad and hurts like hell, the body leaves but not the soul, and I swear I will never go.”

Whilst this may not be the song Kaileigh had in mind when putting it on her list, her family, friends and others that are following this remarkable story have praised it.

Something Kaileigh was able to accomplish herself, however, was number 30 on the list, to be a mentor.

And, according to friends, she was a good one at that.

Before graduating from Carroll College, Kaileigh was a role model for many of the younger students.

But for five of those girls she was more than just a mentor, she was their friend.

Samantha Smith, Renee Tyrrell, Mikaela Eltherington, Holly Beckett and Sam Law were devastated by the loss of their “smiling angel.”

“She lit up a room,” said Renee.

“She was a beautiful girl who was always smiling and loved life.

These grade twelve students have joined thousands worldwide to complete Kaileigh’s list.

Forming the Smiling Angels Project, the girls hope to raise $250, 000 in the next 18 months to fund Kaileigh’s biggest dreams.

That is to volunteer overseas, make a difference and to open an orphanage.

The money will go towards the building and opening of the orphanage in a northeastern province in South Africa as well as their travels there and back.

“Our goal right now is to raise the funds to travel as a group in December 2015 to Kwazulu Natal, one of the poorest areas in the country” the girls explain.

“Once we get there we will be building and establishing an orphanage for children who have been orphaned due to and/or are otherwise affected by the HIV/AIDS virus.

“There are over 5,600,000 reported cases a year of HIV/AIDS in South Africa and over 130,000 fatalities due to it,” they worry.

Despite some negative feedback and concerns for their safety, Renee, Sam, Mikaela, Holly and Samantha say, “we have done a lot of growing up since we lost Kaileigh and our plan is to make a difference in her honour.”

Also checking off the goal to “make a difference” is number 15 on the list, to give blood.

Proving to be one of the more popular items on Kaileigh’s list, the Red Cross Blood Service think it may be Kaileigh’s greatest legacy.

Seeing a spike in interest from young people wanting to donate blood, they have noticed, “young women, especially, have stepped up to Kaileigh’s challenge.”

“The blood bank that visited Batemans Bay after the funeral recorded a record number of donations,” the Red Cross shared.

With number 50 on the list left blank, the family wants people to fill it with what they feel appropriate.

“Don’t think of what Kaileigh would want to do, but what Kaileigh would want you to do.”

The driver of the vehicle, that cut Kaileigh’s life short, will appear in Manly Local Court on Thursday, July 17, where the Fryer family will seek justice for their “beautiful girl”.

If you would like to show your support, visit the Facebook page In Memory of Kaileigh Fryer or The Smiling Angels Project and head to to donate.

A Day in the life : Maxine Horne

There is a great deal of hype surrounding the ideal of being successful, everything we do in life is a lead up to bigger and greater things- At least that is what we are led to believe.

Maxine Horne: CEO of Vita Group and Australia’s richest female executive | Picture: the Vita Group (permission to use granted)

Though, for young women entering the workforce, trying to find a way to break through the stigma of traditional expectations and pursue the desire for success is nothing short of a challenge.

Of course, this is only made more difficult by figures and stats deeming the women who make it in the business world as a minority.

However, with the right role model, this minority is undoubtedly a group to strive for.

Accordingly, where would one find such inspiration? Look no further than Brisbane’s own Maxine Horne, CEO of Vita Group, Australia’s richest female executive.

Following the uprooting of her family, making the lifelong move from the UK, Maxine noticed a gap in the Australian market that she felt strongly about.

I recall being at a BBQ with some friends and I was giving my view that the Australian telco industry would benefit from having stores in shopping centres, rather than on ‘high streets’.

I went into great detail explaining how this would benefit the consumer and therefore the broader industry, and my friend said, “If you know so much about it…why don’t you open a store yourself?!”.

“And I thought…”Yeah, I could actually do that!”.

Coming from a telecommunications background in the UK, it was an industry Maxine knew well and excelled in.

After sitting on it for some time, the idea grew on her.

“The thought of having one store and some work-life balance at the beach with my young family…so I did it!”

Vita Group logo | Picture: the Vita Group (permission to use granted)
Vita Group logo | Picture: the Vita Group (permission to use granted)

Opening the doors to her first store on the Gold Coast in 1995, the telecommunications company now known as the Vita Group grew to become nothing less than astonishing.

The ASX-listed communications provider is a leading channel partner to Telstra and Apple, with it’s vibrant and entrepreneurial culture setting the homegrown business apart from any other competitor.

If establishing a new company isn’t challenge enough, attempting to fill a gap in an existing market is a lot of added pressure.

Maxine’s approach to overcoming such difficulties is something all entrepreneurs and businesspeople could learn from.

“Challenges are the things that life throws at you to teach you. So, for me, it’s been important to learn and grow from each challenge that I’ve been through. And I’ve learned the importance of getting the right team around me, so we can work through the challenges together.”

With a spring in her step the seemingly calm and collected ‘mumpreneur’ is up with the sun most mornings. Keeping fit and healthy, she heads to the gym, helping her to operate more effectively throughout the day and reduce stress levels.

Family first, Maxine has breakfast with her children before starting their school/ uni day and catches up on what is happening in the news.

Maxine on the panel for the Linklaters event | Picture: Vita Group (permission for use granted)

Achieving such work-life balance is something that most hard working business people struggle with, Maxine being no exception.

“There have been many [challenges] over the years! At first, it was the things that many entrepreneurs struggle with – building the business, paying the bills, setting up the right relationships and so on.

“And then there are the external factors For example, our industry changes so often, so it’s important to stay on top of what’s happening. It’s also been challenging to ride the waves of the economy, for example, the Global Financial Crisis.

“And of course, I face the personal challenges that most other workers face, such as achieving a work-life balance, etc.”

After breakfast, Maxine hits the ground running, first making contact with her Chairman- an important mentor whom she will often bounce ideas off.

Preparing for the busy day ahead, she meets with her executive assistant, an asset to the team that she once struggled without.

“I didn’t always have an assistant though, so in the early days it was me writing my ‘to do’ list’”

“After that, it’s go, go, go.”

Maxine’s day is jam-packed with phone calls, meetings, workshops and coaching sessions.

Vita hosting an event supported by partner Telstra | Picture: Maxine Horne (permission for use granted)

“I do also like to make time for plenty of impromptu catch ups / coffees, etc. with team members.”

Showing absolutely no signs of hierarchical egotism, Maxine takes a diplomatic and approachable stance, offering her time to all staff across the business, “not just [her] direct reports.”

When there is no stopping, what keeps this bright boss going?

“For me, it’s genuinely all about the people that I work with. I have an amazing team around me, who are very smart and hard working and I just love that. I love teaching people and coaching them – but I also get plenty of learning from other people, too- it’s not a one way street.”

Whilst this “lovely routine” seems like it is the be all and end all of Maxine’s day-to-day dealings, it often looks very different when she is travelling or at a function- “I have to stay flexible.”

Despite Maxine’s influential title as a successful female entrepreneur and her role model status, she chooses not to identify as a businesswoman.


“I define myself as a businessperson. [Which] to me is – staying on the front foot, putting people first, and using technology to make our lives easier.”

Acknowledging gender gaps in many organisations, Maxine feels it translates to more of a remuneration gap that can be attributed to a number of reasons, including maternity leave.

“In my business – our focus is on ‘who can do the job the best’. If it’s a man – great; if it’s a woman – great,” Maxine says.

“Obviously being at the top of my company, I can make policies that make life easier for people to balance work and life. Whether it’s working mothers or working fathers, or team members with elderly parent or dogs…I try to make it easy for people to be fulfilled both at work and outside of work. This might be flexible work policies, or part-time flexibility, or additional negotiated leave days – if you have the right person, you’ll make it work.”

Maxine is all for the progression of females in leadership and entrepreneurial businesses and has nothing but good things to say about the future for working women.

“I think we’re only just warming up, to be honest. There are so many inspirational female entrepreneurs and business leaders, and they are out there giving women a good name. We just need to keep doing that. And being true to ourselves.”

As for what the future holds for Maxine and the Vita Group, we can continue to expect great success, while their focus on charities such as Act for Kids, Vita Group’s hero charity and one that is close to Maxine’s heart.

CMGAcZoUkAErLVn copy
CEO Maxine Horne accepting the Telstra award for 20 years of partnership on behalf of the Vita Group at the 2015 Vita Con | Picture: Maxine Horne (permission for use granted)

Maxine Horne’s book on the lessons she has learned in business, Think Smart, Run Hard, will be available for purchase towards the end of this year.


Story Package | Battle of the Sexes

There is no question that monumental strides have been taken towards gender equality, yet the age-old conversation continues to leave many with a profound sense of frustration.

The roundabout discussion regarding gender is a multifaceted issue, holding precedence in all things from education and domestics to fashion and sport. Though, possibly the most debated point of the topic is gaps in the workplace.

Having long been left to simmer, only to be watered down by excuses and inadequate efforts for change, gender inequality in the workplace- and more broadly, the business sector- is slowly but surely progressing into the 21st century, whereby acceptance is key.

Taking a step in the right direction and leading by example is large corporations such as Qantas, who have recently unveiled their new pilots uniforms. For the first time, the Australian airline has had their female pilots in mind when showcasing their new uniforms, designed for both women and men.

Such movements, whether it be through uniforms, income or career advancement, encourage the succession of women in business. The most recent GEDI Female Entrepreneurship Index has revealed Australia- second, only to the US- as the best place in the world for female entrepreneurs.

Sharon Hunneybell has been involved in the Gold Coast startup scene for many years | Picture: Startup Apprentices
Sharon Hunneybell has been involved in the Gold Coast startup scene for many years | Picture: Supplied by Startup Apprentices

Though, despite these successes, complacency will be our undoing with the magnitude of the problem far outweighing the progress.

Co-founder of Startup Apprentice Sharon Hunneybell says “I don’t know if we will ever have gender equality on boards, in senior leadership or in some professions”

2015 saw the gender pay gap reach a 20-year high of almost 17.9 per cent across all industries and management levels, while the ABS reported that the male population continues to dominate over 75 per cent of all business operators, nationwide.

“I think businesses need to ensure that they are open to offering both genders equal opportunities and should always appoint roles on skills and merit, never to meet a quota,” Sharon continued

Similarly to Qantas, Australia Post is taking a proactive stance in closing the gender gap. Moving away from workplace inequalities and into the broader business sector, Australia Post is strongly focused on female entrepreneurs, giving women greater confidence to start their own businesses.

In a bid to promote their newest community engagement program ‘Tall Poppies,’ chief executive of Australia Post, Ahmed Fahour, wrote an article for The Sydney Morning Herald.

We can create enormous economic opportunities and social benefits for communities throughout Australia by simply boosting the confidence of female entrepreneurs to start and grow a business.

 The Tall Poppies program aims to connect women across the country, providing a platform for networking allowing members to discover potential as entrepreneurs.

Why is Australia Post interested in assisting with the start up of female led small businesses?

“Of course, at Australia Post we have a self-interest in this, too. Our nationwide logistics network helps small businesses get their product to their customers. So their success is our success,” said Mr. Fahour.

The initiative is widely supported, with a full house at the 2016 Tall Poppies Summit held in Melbourne last month.

Featuring a long list of highly respected keynote speakers, the summit ultimately called for the success of more Australian female businesswomen.

“We want women to say the ‘b word’, to know that ‘billion is OK’, that’s it’s a good thing to aspire to,” Springboard Enterprises director Topaz Conway told the room.

So, who’s up for the challenge?

Stacey O’Keeffe, director of Fashion Weekly certainly is.

Stacey O'Keeffe bought Fashion Weekly as a blog and has transformed it into an online platform for fashion, culture and lifestyle | Picture: Taylah Scanlon
Stacey O’Keeffe bought Fashion Weekly as a blog and has transformed it into an online platform for fashion, culture and lifestyle | Picture: Taylah Scanlon

“I think the opportunities are flourishing. If we just keep striving, I think, we are sort of breaking out of that world where women have to do this or women have to do that. We can do whatever we want.”

Also not shying away from the uphill battle, Sharon says the future is bright for women in business.

“Mumpreneurs are on the rise- I think we will see more and more women exercising their creativity and finding new ways to make an income and remain flexible around their families as cost of living continues to rise and single income households become less viable.”

Are you ready to defy the statistics and venture into an entrepreneurial career? Find out what it takes to be one of Australia’s most successful ‘mumpreneurs’ in the follow on story, A Day in the Life: Maxine Horne 


Published Articles


The following articles were written during my time interning at Fashion Weekly Magazine. Simply select the article title and you will be redirected to the full story:

Pacific Fair is the ultimate shopping destination – Fashion Weekly

Pacific Fair is the ultimate shopping destination – Fashion Weekly

Every diva’s guide to packing light and staying fabulous – Fashion Weekly

Indulge in a chic wine tasting at Sirro… weekend | Travel & Dining | Lifestyle

8 Apps every woman needs to be the a total #GIRLBOSS! – Fashion Weekly

How to win at online dating- 6 Tips you…e to know! | Relationships | Lifestyle

The must follow Instagram accounts for all brides-to-be – Fashion Weekly

How to wear your denim skirt this autumn like a stylist – Fashion Weekly

8 Chic New York fashion accounts to follow on Instagram – Fashion Weekly

Erin Heatherton reveals struggles of a VS Angel | Celebrity | Lifestyle

Loco for Coco- A product review of H2Coco Coconut oil | Beauty Reviews | Beauty

Must See- Pandora’s Unique Mother’s Day Thank You film | Culture | Lifestyle

Kylie Jenner’s music industry debut is the worst | Celebrity | Lifestyle

Rihanna’s documentary film is a go | Celebrity | Lifestyle

What your man’s facial hair says about his personality | Hair | Beauty

Treatment | Battle of the Sexes

Free to use image
Free to use image


There is no question that monumental strides have been taken towards gender equality since the 1960’s. However, it is the age-old conversation with a roundabout affect that leaves many with a profound sense of frustration. The topical issue of gender gaps in the workplace has long been left to simmer-only to be washed out by excuses and inadequate efforts for change.
While the most recent GEDI Female Entrepreneurship Index revealed Australia- second, only to the US- as the best place in the world for female entrepreneurs, it is imperative that we not become complacent with problem. ABS data suggests that the male population dominate over 75 per cent of all business operators, nationwide.
Furthermore, 2015 saw the gender pay gap reach a 20-year high of almost 17.9 per cent.
In a bid to close this gap between male and female entrepreneurs, chief executive of Australia Post, Ahmed Fahour, discusses their newest community engagement program ‘Tall Poppies’.
“We can create enormous economic opportunities and social benefits for communities throughout Australia by simply boosting the confidence of female entrepreneurs to start and grow a business.”
This project aims to pull the string on the tightly woven ‘mess’ that is gender imbalance in the local Queensland business sector while drawing on trends and statistic from nation wide studies, as well as some international reports. In doing so, this progressive story will unravel what it means to be a businesswoman in 2016 and offer a predation for the future of women in business.
This story is made up of four sections, with the possibilities of a fifth depending on interviews that will be held during the week of May 2. These sections include a main story in the form of a feature article. This will outline the gender equality problem within business, statistics informing readers of the severity of the issue and will include the knowledgeable opinions of business elites and experts. Following on from this will be a series of profile articles, each featuring one female entrepreneur, their achievements, struggles and ideas on the modern businesswoman.
There are multiple components that will bring this story together and create an informative yet interactive and easy read. Firstly, written and verbal information gained throughout the interviews that have already taken place, and in those to come, will best be treated as text. Text will form the bulk of this project with the profile pieces enabling an element of creative writing. The interview with Fashion Weekly director, Stacey O’Keefe, is the only interview, to date, to have taken place face-to-face, which enabled the conversation to be both, filmed and voice recorded. While this particular profile could be published entirely as a video- using a combination of footage, still images and recorded sound- it will instead follow the same formatting as the other profile pieces. However, this visual module will not go to waste, rather a smaller, more concise version will be included at the end of this particular piece. Vimeo is the tool that will be used to create and share this. The vision for the remaining profiles, with permission, will mostly be sourced material hence specific captions will need to be included inline with copyright standards.

Additionally, social networks, specifically Twitter and Facebook, will be used to exemplify the societal conversation surrounding the controversial topic. As well as that, relevant social media interactions of the story’s talent will be presented.
The need for further information, arguments, statistics and reports will be treated throughout the entire project with hyperlinks. These links will take readers to either the original source whereby the information provided was attained or will further enhance the reader’s knowledge on the topic hyperlinked. This can be seen in the “pitch” section of this progress and treatment report.
Finally, to improve the readability of statistical information that will be presented in the main story of this package, graphics, including bar graphs, charts and infographics, will be used as the treatment. These will be both created using the tool Infogram and sourced.
Work to date
Since first pitching this story, deeper and more comprehensive research has been conducted regarding statistics, movement initiatives and women’s networks. This has guided the construction of a firm angle and a clear direction for which the story will take. Moreover, this extensive research has driven the formation of informed interview guides, personalised, for each of the perspective talents that have been contacted.
Until this week (week of April 25) there has been a large struggle to lock down sources, with majority of those contacted (including corporate CEO’s, online boutique owners, small business operators, networking organisation board members and business experts) yet to return emails, phone calls, Facebook messages, and Instagram direct messages.
This aside, I have had formal interviews with two of the “profile talents” being Fashion Weekly Magazine director Stacey O’Keefe and Brew Coffee House owner/operator and QUT business student Sheriden Baker.  Additionally, informal conversations have been had with other women in business leadership roles (not necessarily entrepreneurs) to get a better feel of the effects cause by the gender gap. A casual meeting with a male business operator and entrepreneur was had on April 21 has shone light on an alternative perspective of this topical discussion occurring in the main article.
On April 28 I received responses from Maxine Horne, Sharon Hunnybell and Karen Hanna, all very successful entrepreneurs, agreeing to partake in interviews. However, due to their busy schedules, I have been limited to interviews via emails and phone calls.
 Moving on from here, I will be conducting the final interviews with the high profile sources listed above. These will take place during the week of May 2. Given that I am unable to take photos of my own due to the nature of the interviews with these sources, I will attain permission to use pre-existing company images and ask for any other photos I could use to be sent through.
By May 13, I will have decided which sources provided the greatest information to form a profile story as, for now, I only wish to have three of these pieces. Though, I will be open to including a fourth depending on the success of the interviews. From this date, I will begin finalising my drafts and working on my final package.
In terms of multimedia, the visual elements of this story, video footage and photographs, will be compiled and edited no later than Friday, May 18. The goal for the overall completion date for this project is Wednesday, May 25, to allow for any last minute changes or finishing touches.

Pitch | Who Run the World: Girls

Portrait of confident businesswoman working in conference room
Free to use image: Portrait of confident businesswoman working in conference room

The fairly sudden fascination taking the globe by storm is embracing and encouraging young women to take on the world of tech and entrepreneurial business.  With the likes of high profile celebrities such as Forbes’ 21st most powerful women entrepreneurs of 2015 Beyonce Knowles, Victoria’s Secret model Karlie Kloss, and pop culture phenomenon Kim Kardashian paving the way, Brisbane’s businesswomen are all in.

Breaking through the cliché stereotype of business being a male dominant scene, the women of Brisbane are slowly but surely sharing the reins- one industry at a time. Challenging the proclaimed ‘battle’ for equality in business that saturates our newspapers, evening news and even political campaigns, these female entrepreneurs are showing society that there doesn’t need to be a battle if you take control.
With online business booming and healthy living trending, Australian women are seizing the moment. Fuelling the fire of self-empowerment, they are creating businesses that lend themselves to gaps in the market that, until now, have fallen short of meeting consumers wants and needs in relation to the rapid growth of new platforms.
Throughout this story, there will be a number of articles profiling just some of the Brisbane based female entrepreneurs that are changing the face of their industries, and business more generally. While their companies may be small and inferior to those larger that have been operating for a lot longer, there is no underestimating the power of their cult like followings. The sources that will make up these profile pieces are likely to include the director of Fashion Weekly Magazine, Stacey O’Keefe; founders of Sabo Skirt and Queensland Business Monthly’s top 20 under 40, Thessy and Yiota Kouzoukas; and women’s fitness enthusiast Ashy Bines.
Sourced: Thessy and Yiota Kouzoukas
To convey a stronger story- pushing the angle that the younger generations of women are the future of Brisbane’s entrepreneurial business sector- feature photographs, image slideshows, audio clips and video compilations will be used. Further more, supporting evidence will be gathered and presented in an innovative design from an array of platforms. This will include social media screen shots, clips of speeches from influential women and extracts from prestigious awards and other documents outline the rate of success for female entrepreneurs. As well as this, footage will be embedded throughout the piece from conferences dedicated to women in business (ei. the Brisbane professional networking night, League of Extraordinary Women meet up or Brisbane’s female entrepreneurs conference). However, the vast majority of evidence that will form the content of this story will come directly from interviews with the sources. Not only will these elements of investigation and evidence pull the story together, they will make the story come to life, intriguing the readers and enticing them to continue reading on.
The proposed pieces of evidence solidify the newsworthiness of this story including: its relevance to current societal events, its proximity to readers, prominence in that the sources all have large followings, is of human interest and has the possibility of future impact. Who Run the Wold: Girls focuses on the empowerment of young women in Australia’s, and more specifically, Brisbane’s, perceived male dominant entrepreneurial sector. Rather than a single, long form piece of text, it will be made up of a number of stories/ posts that will feature a different Australian/ Brisbane based female run company.
Ashy Bines Instagram Post
To date, there has been extensive background research conducted, most of the proposed sources have been contacted and interview guides drafted. In order to widen the scope of this piece, the interviewee’s, aside from telling their success stories, will be asked the struggles they have faced in achieving all that they have. Questions regarding how they handle their industries and topics such as maternity leave and income differences will be brought to the forefront, deepening the story.
Finally, in terms of logistics and risks, all of the information and sources for this piece are reasonably accessible and the project fits within the UQ School of Communications and Arts generic risk assessment guidelines.