I would like the online community to perceive me as two things – a passionate health
communications professional and a new mum navigating the journey of parenthood
with humour and honesty. While my online identity is a work in progress, I have tried
to blend, balance and emphasise these two facets of my identity as best I can, while
still engaging with people about other interests like reality TV, theatre and politics.
To convey my passion for my career, I have engaged with health professionals by
participating in Bupa’s #healthychat on Twitter. I’ve shared links to innovative digital
campaigns on LinkedIn and Twitter and uploaded inspiring social media images to
Pinterest. As a shameless ‘grammar Nazi’, I’ve also shared images of editing failures on
Instagram and Twitter.
To project myself as a committed and imperfect
new mum, I’ve written a blog post pondering my
new identity. I’ve also shared links to articles on
parenthood, supported the #babyalecia campaign
on Twitter and tweeted about sleep-deprivation
and post-baby body image. As a self-confessed
‘oversharent’, I’ve also uploaded numerous images
of my baby to Twitter and Instagram.
Professional ID design
Jacqui McCallum is an innovative health communications manager and new mum with a passion
for theatre, reality TV and white fluffy dogs. Her unique insights, honesty and humour make her a
popular online personality with communication professionals, mums with young children and
trash TV addicts.
Jacqui McCallum offers unique perspectives on parenthood and the evolving world of
communications. Her experience as a writer, corporate communications professional and
newspaper columnist has equipped her with a talent for the colourful turn of phrase and her self-
deprecating humour is in harmony with the Australian psyche.
Before becoming a mum in 2013, Jacqui McCallum was a health communications manager and
newspaper columnist with perfect hair and manicured nails. These days, thanks to 12 months
maternity leave, you’ll find her watching Toddlers and Tiaras in a Target tracksuit while her baby
boy sleeps on her spew-stained shoulder…and she wouldn’t change a thing. Her first newspaper
column for The Age was about growing up as a spoilt white brat in
Apartheid South Africa, after which she wrote opinion pieces on social
media, digital television, real estate sharks and beauty pageants. She counts
meeting Nelson Mandela as one of the greatest moments of her life
(next to getting married, giving birth and being an audience member on
Deal Or No Deal ). She is proud mother to Max, 7 months and Wilbur, 2, a
gay West Highland White Terrier who she hopes will one day be able to
marry his Maltese boyfriend.
• Literature and theory: A blog post on the
concept of identity after reading Bauman’s
Identity in the globalising world
• Media mapping exercise: an analysis of
informal communications in the
• Interest relevant to my objective:
A blog post on Identity and the New Mum
Blog posts cont…