Scared of being too open and emotional, especially around sharing sensitive or personal issues, men often don’t feel comfortable talking about how they feel. This is why, around the world, we lose a man to suicide every minute of every day; three out of four suicides are men.

This reticence also extends to addressing their physical health – to get regular GP check-ups, which can catch cancer at an early, treatable stage. This issue has contributed to cases of testicular cancer doubling in the last 50 years, with prostate cancer rates set to double in the next 15. It’s a genuine crisis and Movember exists to “Stop Men Dying Too Young”.

Our mission was to share real stories, to show what can happen when you bottle everything up and how we can avoid the tragic waste of so many lives… and how Movember is helping to stop it!

We used the agency & Sky’s unparalleled ability to generate awareness at scale, and place relevant, targeted content at the heart of the campaign. Centered on the idea of “FOMOVEMBER” (fear of missing out if you “died too young”) we created bespoke, powerful content operating at multiple levels:

Supporting MoBros – Paul Merson to Peter Andre told their stories and why they’re growing a mo

Editorial content – A raft of editorial content including the first editorial partnership with Dear Deidre and multiple fun video executions i.e. “The Ghost of David Seaman”

Curated authentic stories – “Benny No Balls” story of life without testicles to “Andy’s Man Club”, we created real life stories

Sourced multiple videos via Storyful to bring the FOMO theme to life

And we didn’t stop there. We even brokered the free airing of Movember’s “Man Up” documentary on Sky Sports and on our own content hub.

Tasked with driving meaning and understanding, the results speak for themselves.

Delivering new engagement and donations in volume:

• 67% of MoBros were new to Movember (highest to date)

• 16% increase in overall fundraising

• 83% uplift in positive word of mouth sentiment

Understanding the purpose:

• + 48% improvement: “has funded important education programs to reduce preventable deaths among men”

• + 50% improvement: “Movember has been efficient in encouraging men to take better care of their health”

And most importantly our content drove exposure and interaction at scale:

• More than 11.3m video views with a 45.53% completion rate of all digital video (vs a benchmark of 24.6%)

• “Andy’s Man Club” real-life story – 4.8m organic views on The Sun’s Facebook page – the highest our agency has ever seen

• 71,446 actual social engagements

• 39.4m views across Sky Sports (Commercial and bespoke content)