Movember is one of the world’s largest charities. When November comes, it is once again time to grow a mustache to bring attention to men’s health and raise fund for research. As the lead agency for Sweden, our mission was to create the right kind of publicity. We needed to tell Movember’s story, get supporters to register, as well as increase the amount of charitable donations. Because Movember is an annually occurring event, we also faced the challenge of creating renewed interest for the organization in the media.
Creating a broad campaign with customized communication, media collaborations, and Movember ambassadors from the fields of sports, IT, gaming and cuisine, we were confident about reaching out to men.
We enlisted Swedish NHL players, Michelin chefs, Premier League football players, singers, podcasters, and fashionistas to contribute with their face to the campaign. They shared content on their social media profiles and thereby encouraged and inspired thousands of their followers to participate in the campaign. Movember went viral.
Not only did we create a spot-on visual identity for Toms CSR, we also made a fact-heavy story more accessible. We used infographics to show how the chocolate was produced. It became visible, that great taste led to more schools, more teachers, and more students, and even to IT-centers for the cocoa farmers. And it became very close to our hearts to signal, that a CSR policy can create respect for cultural differences, traditions and for the world, that we live in.
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