Client: Movember
We were tasked by men’s health charity, Movember, to raise awareness around men’s mental wellbeing on World Suicide Prevention Day (10th September) as part of a wider integrated marketing campaign. They wanted to educate people on the early signs that may indicate someone is struggling with their mental health, driving traffic to their ‘Spot the Signs’ landing page that is designed to equip people with the knowledge, tools and confidence to reach out to loved ones to prevent them reaching crisis point. We knew from Movember that men struggle to talk to each other and friends and family about their emotional wellbeing, including expressing if they’re struggling, or asking a friend if they’re ok. But by conducting our own research study, we found that an informal environment, such as at the pub, or watching a football game, is a time when most men said they’d be most comfortable checking in with a friend. What’s more, our research indicated that almost half (48%) of individuals in the footballing community had grappled with their mental well-being. As a result, we rooted our campaign in the world of sport – specifically football as the number one sport in the UK – as a way of reaching our target audience. We launched a campaign called ‘Sport the Signs’ – a piece of activity turning 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.
