CASE STUDY: Helping Movember Regain It's Mojo

Provided by Sky Media
The Movember Foundation was suffering from low participation rates & wanted to create a deeper connection with the UK public

What was the Challenge / Background of the Campaign?

The Movember Foundation is a charity that addresses health issues faced by men, namely prostate cancer, testicular cancer and mental health. In recent years, whilst awareness of Movember was high, understanding of the charity's causes was low, impacting on participation rates and donations. They needed to create a deeper connection with the British public, to make Movember mean something more than just the moustache, and give it back its Mojo. The challenge was all the greater with a budget that equated to less than 0.2% of the charity sector's annual spend. Find out more...

What was the Campaign Objective?

To drive mass participation, the campaign needed to reach a mass male audience, and there was no better partner than Sky Sports. With unrivalled scale across linear, VoD, Mobile, Digital, the partnership could reach millions of males across the UK. Furthermore, through the vast array of sporting talent across Sky Sports, the partnership could offer the first collaboration between rugby and football legends, coming together for one cause.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details67% new signups to Movember
25 - 34
35 - 44
45 - 54
55 - 64
65+
Male
ABC1
C2
DE
MOBILE
ONLINE
SOCIAL MEDIA
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All Regions11 Sep 18EDUCATE CONSUMERSSPONSORSHIP / SPORT
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