News UK is leading a cross-industry campaign to drive awareness of men’s health issues this November encouraging its readers, listeners and agency partners to grow a mo for Movember.
News UK chief commercial officer Dom Carter has written to all media agencies to bang the drum for the campaign and them to recruit an official ‘Mo Bro’ representative to recruit as many Mo Bros and Mo Sistas at their agency to take part.
Meanwhile these agencies, News UK, Wireless Group and Unruly staff will be taking part in their own ‘shave down’ events, to clear the stubble ready for the Movember campaign.
The push comes after News UK’s Bridge Studio, Unruly, Wireless Group and Sky Media have partnered up with The Movember Foundation to deliver a cross-platform integrated campaign.
The “Be the Difference” campaign kicked-off in print on October 16. The Sun is featuring ‘beard-related’ content including tips on growing a beard and getting through the initial ‘itch’, with its legendary Dear Deidre column featuring health questions solely submitted by men, along with a full digital takeover of The Sun and The Times online.
Meanwhile 11 videos produced by Bridge Studio will be distributed by Unruly to the charity’s most important audiences featuring interviews with individuals and celebrities who have been directly and indirectly affected by mental health, prostate or testicular cancer, and talkSPORT will be promoting the campaign through three editions of ‘On the Sporting Couch’ hosted by sports broadcaster and psychotherapist Gary Bloom, with a host of celebrity guests.
Mark Field, director of Bridge Studio, said: “The Movember Foundation shines a light on very important issues that face men today. We are extremely proud to be working closely with them to raise awareness through our unique campaign. “Be the difference” is a prime example of how the combination of Bridge Studio, Unruly and Wireless’s creative and innovative solutions work together seamlessly to encourage men across the country to not only be inspired to make a personal commitment by signing up and growing a moustache, but also to donate to a good cause.”
Helena Jennison, director of UK Marketing at the Movember Foundation, said: “The state of men’s health is in crisis. In the UK alone, on average, men are dying four years younger than women. At the Movember Foundation we are working tirelessly to raise vital funds to deliver innovative, breakthrough research and support programmes that will enable men to live happier, healthier and longer lives. But we can’t do this alone.
“Partnering with News UK and Sky Media is a truly unique and exciting opportunity. It will give us access to a new and wider audience, and provide us with the chance to share the incredible stories of the many men and women that support the great work we do. This year, we urge you to get behind our campaign, and help us continue to make a difference to men’s health.”