Social policy matters have long been considered women's issues. Extant research has documented a strong link between gender and the policies of the welfare state in the legislative, executive and electoral arenas. Yet what determines the strength of this association has largely been left unexplored. Drawing on tokenism theory, this article proposes gender diversity at the group level as a key explanatory factor. It hypothesizes that the gender gap in social policy diminishes as the female representation in a political party increases. To test this argument, it examines almost 8000 press releases issued by over 600 politicians during four election campaigns in Austria between 2002 and 2013. The analysis demonstrates that women talk more about social policy issues during election campaigns than men, but that this emphasis gap disappears for parties with a more equal gender balance. These results have important implications for our understanding of the politics of gender and social policy.