Stop men dying too young

The Situation

Every minute of every day a man is lost to suicide. Movember is a charity with a brilliant mechanic - Grow a Mo, Save a Bro - set up to increase awareness of men’s physical and mental health issues. Movember came to The Sun and presented a tough new task;

  • Increase conversation from awareness and engagement to actual action

  • Increase sign ups from men growing a ‘Mo’

  • Increase donations year on year

What we did

Movember in the building

Presence across the floor contributed directly to concrete content and generated over £1.4m added value. Highlights included:
  • Donating 1p from every copy of The Sun sold on November 19th
  • Giant Mo mounted to the side of News UK
  • 'Donate Days' in the News UK canteen

Editorial coverage

Over 100 articles were featured in print and online across The Sun and The Times. Our football product Dream Team got involved and produced four brand new bespoke videos distributed across our own network. This delivered nearly 2 million video views across the series.

Online presence

Dedicated Movember channel housing all digital content (commercial and editorial) which, in a media first, appeared in The Sun navigation bar. This achieved 1.97m page views and an incredible average dwell time of 74 seconds.

The Results

Total media value
of the campaign delivered £2.1m, 4.1x the budget
We raised more money with donations increasing by over 20% YOY
Users watching the Movember 2018 videos were 3.4x more likely to engage vs 2017
Brand awareness increased by 10%