Men’s health charity Movember Foundation, which challenges men to grow a moustache during November, has kicked off a campaign ‘Made in Movember’ with a digital out-of-home ad staring writer Jack Dyson.
The ad, which is displayed on Outdoor Plus’ screens at Euston Road Underpass and Vauxhall Crosshows in London, shows Dyson, who was diagnosed with testicular cancer lying naked as he recreates the famous shot of film star Burt Reynolds.
Speaking to The Drum, Movember co-founder Justin Coghlan said this year’s campaign differs “a lot” from previous efforts to fit in with the charity’s marketing strategy of creating a fresh identity each year.
“Every year we change who we are. So we started off with ‘Are you Man Enough to be My Man’ which was a pretty funny campaign, and ‘Mo Man is an Island’, talking about health and saying don’t be an alone like an island.
“For this year it’s really trying to tap into local growers and local heroes who can grow a moustache for us for 31 days, which takes a lot of effort and get creative to rock out stuff locally but be a part of the global movement.”
Much of the activity around the campaign will play out digitally, with a heavy focus on outdoor alongside drives in TV, radio and print.
Coglan said the Movember Foundation has begun to focus its attention not just on testicular cancer, which was the initial focal point, but to address men’s health as a whole, including mental health; something he admitted was a challenge for the charity.
“We’re spending a lot of time in the mental health space which is a big challenge for us, so we’re trying to get it to be the whole body of the man and look at diet and health, education, learning historical data and try to claim back that five or 20 years of your life [ that you could lose].”
As part of this new focus, Movember has recently launched a $27m global objective to communicate what happens next on the prostate cancer journey once sufferers have been diagnosed got it. The charity is working with clinicians, survivors and wives who have lost their partners to work out what that pathway should be.