The Role of Cleo in the Women's Movement of the 1970's

Mikala Garrone

The Role of Cleo in the Woman’s Movement of the 1970’s

The magazine Cleo was a defining moment in Australian women’s history. When it was first published by ACP in 1972 Cleo covered previously undiscussed topics creating an informative source for women. It translated feminism for Australian housewives allowing them an outlet for there support of women’s liberation in Australia.

Word Count: 1237

The early 1970’s was a time for change in Australia, both politically and socially. The Whitlam Government won office in 1972, with it’s ‘It’s Time’ campaign, when Gough Whitlam promised an Australia all Australians could be proud of.[1] In 1972 the woman’s liberation movement was just beginning to gather momentum; reflected by the institution of Cleo, the first Australians women’s magazine that wasn’t afraid to discuss the era’s taboo-topics.[2] Not only did it explore sex, written by women for women, it also discussed more serious topics including gender inequality, politics and environmental issues. These things had never before been regularly covered by publications aimed at Australian women.[3] The introduction of Cleo to the Australian public was a marker for change; as it became slowly accepted that women could have both a family and a career, so to did the contents of Cleo eventually lose there shock factor. [4]

It was May 1972 when Ita Buttrose was first approached by Sir Frank Packer, owner of the Australian Consolidated Press publishing empire, to be the editor of the new Australian version of the American born Cosmopolitan magazine.[5] Ita herself was a key player in the woman’s movement of the 1970’s, and who had been a role model to other women when she continued to work through her 1972 pregnancy as a single mother. [6] She accepted the position and picked a team of seven to create the first edition of Australian Cosmopolitan, it was shortly after this that the deal the Packers had...