News UK and Sky Media pair with Movember Foundation to curb high death rates among young men

News UK and Sky Media have formed a new partnership with the charitable Movember Foundation geared toward reducing a disproportionately high death rate amongst young men.

To that end a cross-platform integrated campaign has been devised by communications agency Bountiful Cow to raise awareness of contributing factors such as cancer and mental health by encouraging men to come forward about issues relating to their own health.

Incorporating elements of TV and radio the push will urge men to ‘grow a Mo’ while simultaneously soliciting donations. This will include a Sky Sports spot featuring well-known sports personalities and presenters together with three special editions of TalkSport’s ‘On the Sporting Couch’, featuring interviews with cancer survivors and supporters.

Henry Daglish, founder at Bountiful Cow, added: “Men are dying too young and The Movember Foundation is working tirelessly trying to stop this tragedy. This pioneering partnership with News UK will be a brilliant engagement platform from which the Foundation will be able to connect with the UK public and really elevate its work in 2017 and beyond. Have no doubt: this will save lives.”

Amongst a raft of planned initiatives will be a bespoke Movember-themed video-on-demand (VOD) tile, a programming focus on mustachioed heroes and a digital takeover of Sky Sports, the Times and the Sun online.

Last year Movember highlighted the perks of a moustache via its own video campaign.