Overview

Reigniting interest

While awareness for Movember continues to grow year-on-year, registrations had begun declining for the charity with their biggest challenge being grabbing consumer attention outside of the month of November.

Services: Integrated marketing – content, PR, events
Results: 245 hits in the media      

27 million earned media reach

In The Media:
Daily Telegraph
Daily Mail
Sydney Morning Herald

THE BRIEF

How do we encourage men to sit up and take notice of their health?

Our brief was to develop a campaign that would ensure newsworthiness in the lead up to November, raising awareness of the real issues Movember promotes and maximising resulting registrations.

THE SOLUTION

We developed a three-pronged strategy encompassing:

The Movember Man Files – an in-depth research report that uncovered the behavioural and attitudinal insights into Australian men and their health. We managed the entire process from end-to-end including the research study, supporting assets, content and media activation.

I Pledge to Mo – a lighter photographic series shot by renowned photographer Simon Upton that captured Australian celebrities, influencers and sports stars pledging to grow a moustache. We recruited all talent for free via our connections and managed all aspects of the content including media and social roll-out.

Campaign media relations – supporting media relations in the lead up to and during Movember.

Results

Magnum generated 245 pieces of coverage resulting in 27 million impressions