Hi judges! The answer to good men’s health is right under your nose
We have prepared a very complete case which you’ll find below, but because we know you’re a busy bunch, here’s a 2-min case film
The starting point
Rooted in its purpose to improve people’s health and well-being through meaningful innovation, Philips partnered up with Movember, the leading global charity changing the face of men’s health in Canada and the US.
On average, men die five years earlier than women, and for reasons that are easily preventable
Each November, Movember encourages men and women around the world to come together to grow, move, host or Mo their own way, raising funds and spreading awareness for men’s health issues including mental health and suicide prevention, prostate cancer and testicular cancer.
With a shared vision to create a widespread and long-lasting impact, we created a campaign for Philips and Movember that motivated men to stay healthy in all areas of life by tackling the health issues that are right under their noses – emphasizing social connection, having an open dialogue about physical and mental health, and normalizing mental health support.
Men most at risk from health issues are also the least likely to do something about it
In the US and Canada, prostate cancer is the second most common cancer in men; testicular cancer is the most common cancer in men aged 15-45; and men die by suicide almost 4 times more than women. These are alarming insights.
The truth is, those most at risk from men’s health issues are also the least likely to do something about it and get engaged with certain topics. Even when it’s all under their noses.
Right under your nose is where the moustache grows. And there’s nothing better than the Philips One Blade to groom it. That’s obvious. But with a humour twist. Just like the tone of our campaign.
It’s time we make men realize that and take action for their health. Signing up for Movember and growing something under their nose (while styling it well) can be a very good start.
We put a spotlight on things that should be obvious topics of conversation but for some reason aren’t talked about enough.
We then explain them in the most obvious way possible, but always with a quirky ‘obvious’ humour and in a lighthearted way.
From a man hanging upside down checking his balls to two friends in a doctor’s waiting room discussing changes to their bodies, two bowling alley buddies analyzing cancer statistics or even a heartfelt father-son conversation – our campaign touched men where it matters the most and asked them to “care for your health like you do for you Mo”.
The solution to the problem is always ‘right under your nose’ and a moustache magically appears.
Playful but serious
Our tongue-in-cheek youtube pre-rolls, bumper ads, carousels, instant experiences and all campaign content engaged, enticed and provoked men all over social and digital in the US and Canada.
And to make sure men knew the more serious part of things, our campaign put a doctor on national TV (US) and all over Instagram & Facebook to give important advice to men and discuss health issues with recognised specialists of each health area of expertise.
Our campaign reached a lot of men in the US and Canada. The combination of digital, social, TV and PR efforts resulted in 525M+ impressions with 280.000+ comments, shares and reactions. The Philips Movember page and Movember.com saw a staggering unique number of visitors – 4.4M – during the period of the campaign. But on top of it all: 32M (dollars) were raised during the month of November 2021, with an impressive 117,518.000 new Mo registrations throughout the US and Canada.
Our campaign was Pick of the day for AdAge, ad of the month for The Drum and mentioned on hundreds of sites and publications, but most importantly we sparked important conversations around testicular and prostate cancer, and mental health.
Quoted by news shows and recognised by our audience on social media, our campaign raised significant awareness to men’s health in an important period of the year.
New Movember registrations
Raised for Movember during the period of the campaign
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