‘SPORT THE SIGNS’• MOVEMBER
We partnered with Movember on a campaign to raise awareness around men’s mental health on World Suicide Prevention Day (10th September) with suicide being the main cause of death in men in the UK. The aim of the campaign was to educate people on the signs that may indicate someone is struggling with their mental health and equipping the nation with the knowledge, tools and confidence to reach out to loved ones to prevent them from reaching crisis point.
To drive maximum awareness, we activated a two-phased approach - all aimed at driving people towards Movember’s ‘Spot the Signs’ landing page – a literature tool that provides information on the signs to look out, and how to offer support.
To kick off, the team activated ‘Sport the Signs’ – a piece of activity which tapped into the generational support of football – one of the key interests in men in the UK. We turned empty season ticket seats at Rotherham United F.C. and Darlington F.C - located in two areas with the highest male suicide rates in the UK - into powerful messages. The seats were wrapped with stickers and covers which featured the famous Movember moustache logo and the poignant message: 'Where's My Mate?', alongside a QR code which took them through to the Movember website for more support information Alongside working with the clubs on the stunt, we also worked with key club spokespersons from the Wellbeing teams, as well as renowned referee and Rotherham-local, Howard Webb to ensure authenticity.
Then, on World Suicide Prevention Day itself, we helped Movember become the first ever charity to use the news push notification function on mobile phones via the MailOnline app to convey a message to an estimated 1.8 million people, reading: 'How's your mate?'. Once people clicked through the notification, they were directed to a sponsored article on the Mail Online, with detailed messaging around ‘Spot the Signs’, encouraging them to check in with their loved ones, whilst also equipping them with knowledge and information on how to spot and help ‘a bro who is feeling low’.
The campaign gained 23 pieces of coverage – with nine pieces of national coverage, including the likes of Daily Mirror, The Sun, Daily Star and Independent. What’s more, 100% of coverage included multiple key messages, spokesperson quotes as well as imagery which helped maximise awareness for the campaign.
