We worked alongside Movember UK to provide research insights and develop campaign and communications strategy to engage new audience networks in the men's health movement.
Movember seeks to make a global contribution to men living happier, healthier and longer lives, and through their famous monthly moustache growing challenge have literally changed the face of men's health.
Over 5 million global participants have joined the men's health movement, raising £443 million and funding over 1,200 programmes focussing on prostate cancer, testicular cancer, poor mental health and physical inactivity.
We conducted research and provided strategy for two specific audiences: faith communities and schools/education, which followed our success of effectively engaging both communities in previous work.
Through research we isolated key stakeholders, press and advocates, within each of those communities and created specific content and communications strategies with tailored multi-faith / education narratives. This included creating new language terms that grounded existing content within the vocabularies of the two networks.
We launched the 'Holy Mo Network Challenge' as one of Movember's growing industry leagues alongside their accounting, financial, university and technology groups, allowing religious groups, churches, mosques, synagogues and other places of worship to compete for bragging rights as they sought to raise the most funds. In its first year, the Holy Mo Challenge saw nearly 500 actively engaged participants raising £31,904 for the Movember Foundation with extensive coverage from religious press outlets.
We also designed campaign and content strategy that responded to the motivations and objectives of different audience types within the education sector; specifically secondary schools. This included the mapping of a strategic content journey that flowed from Movember communications to advocate teachers, to a school's headteacher, to staff, students and finally to the families of students. We created a scenario where each audience type would receive added value by engaging with the Movember narrative and, crucially, by passing it on to the next audience in the journey.