The good side x Movember: 'the field'

Movember Health Promotions, a men's mental health and wellbeing charity, collaborated with The Good Side, an insight and creative strategy company, and launched a campaign in the UK, Canada and Australia to help young, less affluent men open up, feel safe, be vulnerable and share their realities.

Summary

The pandemic rapidly shifted the focus of Movember Health Promotion's five-year media strategy planning to impact men's mental health. So as the world locked down, The Good Side designed an innovative online approach to help young, less affluent men open up, feel safe, be vulnerable and share their realities – shaping behavioural opportunities for media strategy in the UK, Canada and Australia.

Co-designed through qualitative prototyping and grounded in long-term engagement, transparency, feedback and behavioural prototyping, 'The Field' developed meaningful relationships between clients, researchers and participants alike, and used academic principles to unpick mental health and masculinity in diverse,...

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