#FOMOvember
Movember is a charity with great awareness and a decade of fundraising success for men’s mental health and cancer. This is largely thanks to its brilliantly simple mantra: grow a mo to save a bro.
But after ten years of growth participation rates were down, and – unless we could do something about it – the Movember movement was in danger of losing relevance.
The insight:
The Movember Foundation’s chief mission is to stop men dying too young. In most cases this means suicide.
To take on this challenge we needed to understand it. We delved deep into the data – both from existing source material and by conducting additional research with KellerFay Talk Tracker – to understand what common factors stop men from seeking help when suicidal or depressed. We even chatted to Dear Deidre, Britain’s longest serving agony aunt, to understand the differences between when men come asking for help versus women. That was an eye-opener, we can tell you.
Add all this up and the answer was simple. Men are afraid to talk about their problems, their relationships, or in fact anything meaningful. (Here’s one entertaining stat for you: men are 5x more likely to talk about kitchen appliances in the pub than they are to talk about their feelings, source: Keller Fay).
That’s why in many heartbreaking interviews with families that have lost a young man to suicide, the common refrain was: ‘we had no idea anything was wrong… if only he had talked to us.’
Our strategy was simple, then: show men that speaking up, while painful and difficult, was far less damaging than the fear of missing out on life.
And so #FOMOvember was born.
The work:
We made a whopping 350 pieces of content created over 45 days across The Times & The Sunday Times, The Sun, Talk Sport and Sky via video, social, digital, print, events, and broadcast media.
We created a series of videos on Sky TV, Sunday magazine and newspaper supplements and a free pop-up barbershop in the centre of London – to encourage men to talk more about their feelings and prepare for Movember. We even stuck a moustache on one of the tallest buildings in London.
All our content was geared towards FOMO – the fear of missing out on life by not sharing your problems.
The results:
The campaign generated over 51 million views, including 11.3 million video views with a combined completion rate of 47.53%. After the campaign our research saw a 48%uplift in respondents agreeing that ‘Movember funded important education programs to reduce preventable deaths among men’.
Most importantly, we sparked the growth of over 33,000 new mo’s, and saw a 16%uplift in donations.
#FOMOvember
Movember is a charity with great awareness and a decade of fundraising success for men’s mental health and cancer. This is largely thanks to its brilliantly simple mantra: grow a mo to save a bro.
But after ten years of growth participation rates were down, and – unless we could do something about it – the Movember movement was in danger of losing relevance.
The insight:
The Movember Foundation’s chief mission is to stop men dying too young. In most cases this means suicide.
To take on this challenge we needed to understand it. We delved deep into the data – both from existing source material and by conducting additional research with KellerFay Talk Tracker – to understand what common factors stop men from seeking help when suicidal or depressed. We even chatted to Dear Deidre, Britain’s longest serving agony aunt, to understand the differences between when men come asking for help versus women. That was an eye-opener, we can tell you.
Add all this up and the answer was simple. Men are afraid to talk about their problems, their relationships, or in fact anything meaningful. (Here’s one entertaining stat for you: men are 5x more likely to talk about kitchen appliances in the pub than they are to talk about their feelings, source: Keller Fay).
That’s why in many heartbreaking interviews with families that have lost a young man to suicide, the common refrain was: ‘we had no idea anything was wrong… if only he had talked to us.’
Our strategy was simple, then: show men that speaking up, while painful and difficult, was far less damaging than the fear of missing out on life.
And so #FOMOvember was born.
The work:
We made a whopping 350 pieces of content created over 45 days across The Times & The Sunday Times, The Sun, Talk Sport and Sky via video, social, digital, print, events, and broadcast media.
We created a series of videos on Sky TV, Sunday magazine and newspaper supplements and a free pop-up barbershop in the centre of London – to encourage men to talk more about their feelings and prepare for Movember. We even stuck a moustache on one of the tallest buildings in London.
All our content was geared towards FOMO – the fear of missing out on life by not sharing your problems.
The results:
The campaign generated over 51 million views, including 11.3 million video views with a combined completion rate of 47.53%. After the campaign our research saw a 48%uplift in respondents agreeing that ‘Movember funded important education programs to reduce preventable deaths among men’.
Most importantly, we sparked the growth of over 33,000 new mo’s, and saw a 16%uplift in donations.
