This year’s Movember The Right to Grow campaign was proudly grown by the Dentsu Aegis Network – BC&F Dentsu, Carat, MKTG and Amnet – targeting high schools with clean shave rules.
Confronted by the worst rates of male youth suicide in the world, the campaign aims to start a men’s health conversation earlier. The campaign creative centres around an open letter to principals asking for ‘clean shave’ rules to be relaxed for the month.
“You can give them the chance to grow – not just a moustache, but a healthy mindset,” says Creative Director Mick Stalker.
“The creative tapped into a rights issue for young men. “It doesn’t seem fair that those most at risk are not allowed to participate in Movember.
“Getting these guys to talk about their issues when they’re young, gives us the best chance of real change.”
The letter was distributed directly to 178 schools, along with a downloadable poster to support schools to get the message out to students. Copies of the letter were then shared with nationwide news media, and a targeted Facebook campaign drove the conversation online.
“The entire campaign is a pro-bono initiative for the Movember Foundation and all media placement was donated by media owners.”
Full page press ads then appeared in all major newspapers, featuring the letter on the principal’s desk and inviting the public to have their say. This was all supported by nationwide OOH and digital media campaign featuring the 2017 global Movember brand creative.
Dents Aegis Network head of strategy Jacquie Bennett describes Movember as her passion project.
“Mental health is a serious issue in New Zealand and it is too often ignored,” she says. “Every year we search for new ways to generate talk ability for Movember, which has becoming increasingly challenging as the charity sector is so cluttered now.
“The Movember Foundation is also one of the many clients that we work on across our group, from strategy to creative, PR and media, so we had a big integrated think tank to draw on and a lot of people power to make this happen.”
Initial results indicate the Right to Grow campaign has been successful in generating over 30 news hits, including several television and radio impressions. Registrations are up with a solid 25% increase in 15-19 year old participants, and a significant 40% YOY increase in donations has been achieved to date.
The entire campaign was delivered as a pro-bono initiative for the Movember Foundation and all media placement was donated by media owners free of charge.
CREDITS
Ament Digital Team: Linda Quach, Ryan Marsland
BC&F Dentsu Creative Team: Tom Anderson and Will Towle, Creative Director, Mick Stalker
Carat Media Team: Bella Ericson, Nash Save, Jess Lim, Dan Cho, Adam Negus, Devon Mcleod
Dentsu Aegis Network Strategy Team: Jolene D’Souza and Jacquie Bennett
Mktng PR Team: Sophie Gleason, Kristina Briks Villadsen and Fleur Skinner.
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