In the year that Gloria Steinem's "Ms. magazine" was launched in the US and "Cleo" in Australia, the song quickly captured the imagination of the burgeoning woman's movement. National Organization for Woman founder Betty Friedan was later to write that in 1973, a gala entertainment night in Washington DC at the NOW annual convention closed with the playing of "I Am Woman". "Suddenly," she said, "women got out of their seats and started dancing around the hotel ballroom and joining hands in a circle that got larger and larger until maybe a thousand of us were dancing and singing, 'I am strong, I am invincible, I am woman.' It was a spontaneous, beautiful expression of the exhilaration we all felt in those years, women really moving as women."