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...