The Movember Foundation: Regrowing the 'Mo

The Movember Foundation, a men's mental health charity, launched a campaign in New Zealand to stand out in the charity market and increase donations.

Campaign details

Brand: The Movember FoundationBrand owner: The Movember FoundationEntrant company: Dentsu, AucklandMarket: New ZealandSector: Charities & voluntary organisationsMedia channels: Online display, Outdoor, out-of-home, Public relations, Social media, TelevisionBudget: Up to 500k

Executive summary

Regrowing the Mo'

A mental health crisis is engulfing our Kiwi men. Anxiety, depression and suicide are hitting record highs.

Movember needed to help but was itself in crisis: Lost in NZ's cluttered charity market with engagement and donations at all-time lows.

But armed with a new strategy and disruptive new campaigns, we...

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