marie claire from Pacific Magazines is showing wonderful community engagement and leadership with their I Do campaign, which also engages GetUp! and Sunrise on the Seven Network.
Check out the letter from marie claire Editor / Publisher Jackie Frank and get a feel for the passes from the top for this issue.
Besides the value and importance of the I Do campaign from a community perspective, engagement such as this on an issue with strong community support is important for the magazine commercially. It demonstrates that marie claire cares about issues. I think that is something people look for in brands. It is certainly something people can empathise with.
Magazines titles are hubs of communities. Reflecting and supporting the opinions and emotions of the community better connects a magazine to their community. What they are doing on this issue is instructive for newsagents considering how to engage with their communities on issues.
What has changed in this era of Twitter and Facebook is how we engage in and with social issues. My sense is that we are more engaged, or at least we feel that we are more engaged.