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Movember
The "Mensus"

RAN IN: New Zealand

CLIENT
Movember

Robert Dunne - Country Manager

AGENCY
BC&F Dentsu *Lead Agency

Ryan Jordan - Strategy Director Brad Stratton - Associate Creative Director Rob Cook - Copywriter Luke Farmer - Managing Partner Amanda Tonkin - Account Director


MKTG

Kimberly Kastelan - General Manager Gemma Bradley - Group Account Director Ashleigh Mcenaney - Senior Account Director


Carat

Tasmin Bradley - Media Manager


SUMMARY

THE RESEARCH PROJECT THAT BECAME A CAMPAIGN. In 2017, Movember created their boldest campaign yet. A single letter – yes, just one – raised $1.7m, won an Effie Gold, and saved lives. The next one was even more innovative. We took the research project for Movember’s new campaign and made it into the campaign! The results: 36%YOY growth in “mo”s and a new record $2.4m in donations - 40% up on the previous award-winner. All with a media budget of $0.00. The “Mensus” is now Movember’s most effective campaign ever.

CASE STUDY

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CASE VIDEO


Hero Medium: Consumer Involvement

Audience: Men

Objectives: Government and social aims

Language: English