Say Hello
The Movember Foundation appointed Magnum as its first Australian PR agency to drive registrations and donations in November 2014. Our campaign received widespread recognition from Movember HQs around the world and has been presented as a best practice case study.
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
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 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.
Magnum generated 245 pieces of coverage resulting in 27 million impressions