Digital Archive · 2010–2018
8 years of profiling, storytelling, and community building for Sydney mothers. The predecessor to everything Social Gain does today.
Before Social Gain, there was Sydney Mum — an independent digital media platform celebrating the extraordinary in the everyday lives of Sydney mothers. For 8 years, we profiled inspiring women, shared health and wellbeing resources, and built a community around storytelling.
What Sydney Mum was about
SydneyMum.com.au wasn’t just a blog. It was a community media platform, a health resource, a business directory, and a storytelling hub. We profiled documentary filmmakers, artists, charity founders, yoga teachers, and everyday mothers doing extraordinary things.
We partnered with Variety the Children’s Charity, the Cancer Council, Can Too, Red Cross, and WEAVE. We covered Australia’s Biggest Morning Tea, Gold Week, and countless local community initiatives. We had a podcast, a contributor network of 11 health and wellbeing practitioners, and a readership that kept coming back for 8 years.
Featured profiles
Kate Clere
Documentary filmmaker who travelled to India with her children to tell stories celebrating the human spirit.
Camie Lyons
Artist with work in galleries across Australia, Sweden, London, Hong Kong, France and New York — and mother of two.
Margaret White
President of Ladies of Variety, OAM recipient, and organiser of Christmas parties for 5,000 children with special needs.
Yasmin Boland
Astrologer and bestselling author on cosmic love and moonology.
Sarah Husselmann
Founder of Mum’s Gone 2 Aus, helping UK families relocate to Australia with practical, family-first advice.
Angie Stevenson
Can Too fundraiser who raised over $9,000 for cancer research while training for the Sydney Running Festival.
Content pillars
- Community Profiling — Finding and amplifying women’s stories
- Health & Wellbeing — Pre/post-natal yoga, nutrition, mental health, sleep
- Events & Fundraising — Promoting charity events and community causes
- Local Business Directory — Featuring women-led businesses across Sydney
- Creative Culture — Books, music, film, art, and design
The legacy
Sydney Mum taught me everything I needed to know about building community through content. It taught me that the best stories are already in the room — you just need to ask. It taught me that consistency builds trust, and that trust builds movements.
Every project Social Gain runs today — from the Every Woman Festival to Dubbo’s Most Wuthering Heights Day Ever to Town Telly — carries DNA from Sydney Mum. The same instinct to platform the overlooked. The same belief in the power of a good story. The same understanding that community starts with curiosity.