AUCKLAND, Today: The Movember Mensus is like a census but for men’s feelings, says DAN NZ strategy director Ryan Jordan, unveiling the agency’s 2018 Movember campaign.
“New Zealand men are famous for keeping their cards close to their chest, not giving anything away, holding their emotions at bay – but this is a problem, because in New Zealand, three out of four Kiwis that take their lives are men,” he says.
“So this year, Movember NZ will be giving New Zealand men an outlet, with zero judgement: a Census or what they’re calling, a Mensus –see what they did there? – because sharing or confronting an issue alone can help prevent men from committing suicide.
“Movember is asking men to answer several fun, but important questions about their own mental wellbeing.”
The questions include:
- How do you see yourself? A. Bit of a dropkick, B. Room for improvement, C. People seem to like me, D. I like who I am, or E. I’m the man!
- Which stresses you out the most? A. Money, B. Work stuff, C. Health, D. The Warriors, or E. Relationships
Movember’s Mensus campaign is the brainchild of the Denstu Aegis Network and follows in the footsteps the 2017 campaign.
“We want to give Kiwi guys something simple & fun to do that will have a positive impact on their mental health.”
The Dentsu Aegis Network partners with Movember in a pro-bono capacity; offering a fully integrated marketing service; strategy, creative, sponsorship, media and PR through its network brands BC&F Dentsu, Carat and MKTG.
Last year, the Right to Grow campaign centred around the social tension of young Kiwi males not being able to participate in Movember due to clean-shave policies at high schools.
Targeting schools, Movember sent 178 personalised letters to principals requesting, for the first time, they suspend their rules allowing schoolboys to participate in Movember. “The campaign has been was incredibly effective, giving the organisation their highest level of participation and funding in seven years, and has been awarded with Gold Beacons, marketing awards and most recently seven awards at the Effies.
Jordan said: “Last year we saw the benefit of unlocking a point of social tension for Movember to action a campaign around.
“Coming into 2018, we wanted to connect in with the topicality of the Mental Health Inquiry and get some genuine feedback from Kiwi men. We wanted to give Kiwi guys something simple, fun and easy to do over and above growing a moustache that will have a positive impact on their mental health.”
- The Movember Mensus can be taken here: movembermensus.co.nz
CREDITS
Creative Agency: DAN and BC&F Dentsu
PR: MKTG
Media: Carat
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