The fully integrated campaign is set to launch the global charity's new monthly giving product, as it takes the fight for men's health year-round for the first time.
Men's health organisation Movember has teamed up with creative content studio Gen C on More than a Month.
The fully integrated campaign is set to launch the global charity's new monthly giving product, as it takes the fight for men's health year-round for the first time.
Now approaching its 18th year, the annual Mo-growing campaign has traditionally encouraged supporters to rally each November in support of Movember’s cause areas: men’s mental health, suicide prevention, prostate cancer and testicular cancer.
Gen C managing director Jack White says More than a Month was built around not only communicating the benefits of reducing men’s health issues, but also to emphasise that in doing so, we all get more.
“Globally, we lose one man every minute to suicide. By investing year-round in men's health, Movember can do more to stop these men dying too young. In return, we all get more time, more connection, more moments, more memories. More of the things we love with the men in our lives," White says.
"It’s a simple idea that has global resonance - we all have a brother, father, son, partner or friend that we want to have around for longer.
"Movember is an iconic men's health movement and the work they do changes lives. To be tasked with launching their global monthly giving product was an unbelievable opportunity and something very close to our hearts.
"To do the campaign justice, it was important for us to cast real relationships. This highlighted the very genuine and authentic connections that men have with those closest to them."
For the launch, Gen C created a fully integrated campaign spanning TV, online, digital, display, radio, out-of-home and cinema, which will go live this week in Australia, Canada, the UK and the USA.
Movember marketing director Jason Olive says that as a global men's health movement Movember was so much more than the month it had become synonymous with.
"We want the men in our lives here for the long-haul and while the moustache will always be king, we need to diversify our revenue streams to help us get there," Olive says.
"We want everyone to know that Movember, much like men's health, is more than just one month. It’s an all day, every day, year-round mission to help men live happier, healthier, longer lives.
"A monthly donation - the equivalent of just a few beers a month - will help to fund more life-changing mental health and suicide prevention projects, and more ground-breaking prostate and testicular cancer research, trials and treatments.
"In return, those supporters will receive regular updates on where those donations are going, and the real-world impact that those donated funds are having."
CREDITS
Movember
Marketing Director: Jason Olive
Marketing Manager: Natalie Kirby
Content Producer: Thomas Pike
Fundraising Product Lead: Alexandra Ryan
Strategy / Shadowboxer and Gen C Group
Partner, Brand Strategy: Ste Graham
Managing Director: Jack White
Creative and Production / Gen C Group
Managing Director: Jack White
Client Director: Britt Lippett
Creative Director: Jarrod Lowe
Art Director/ Design: Alex Crampton
Executive Producer: Nicholas Cox
Producer: Alexandra George
Account Manager: Caroline Wang
Director: Jarrod Osborn
DOP: Jesse Gohier-Fleet
1st AC: Taylan Ceylan
Art Director & Wardrobe: Imo Walsh
Art Runner: Cherrie Eisemann
Gaffer/ Grip: James Thompson
Best Person: Akash Vijayakumar
Still Photographer: Chillary
Production Runner: Max Speer
Post-Production/ Gen C Group
Offline & Online Editor: Tom Mannion
Producer: Steph Leddin
Music Composition: Terry Mann
Sound Design & Mixing: Terry Mann
Colourist: Crayon, Abe Wynen
Crayon, Producer: Laura Hesse
