Movember traditionally raise funds by encouraging men to grow moustaches- but that does not have an impact on Men’s mental health, which is a key focus.

So this year they wanted us to help get people checking in with men and making sure they are ok.

We found a unique trend which was all about 'what all men think about' and we flipped that trend into a campaign for mental health.

Movember created a series of Ancient Roman influencers and had them posting from Movember's global TikTok account.

These Ancient Romans suggested that if a a man wasn't thinking about the Roman Empire... perhaps it was a good idea to check in with him.

Statistically men are less likely to share their mental health struggles than women are.

And traditionally Movember and other charities for men’s mental health try to get men talking to their mates.

But that's a losing battle because they don't volunteer to do this.

So this year the strategy was to get someone more comfortable with mental wellness to reach out to them. The women in their lives.

But how could we get women to think about checking in with men?

The Ancient Influencers took over Movembers global Tiktok account from the 27th of October to the 27th of November.

We used the tools native to TikTok and created posts, stitches, duets, and video responses to comments. We targeted the most viewed videos in the Roman Empire trend and posted videos in the comments.

The campaign had millions of views and a tone of engagement but despite the campaign using humor we were asking men to have a very private conversation with the men in their lives.

One indicator that a lot more men are thinking about their mental health is that Movember saw a 13% spike in registrations year on year.

'The campaign smashed all our expectations'

-Rob Dunne Movember Foundation