Brief

We all have partners, fathers, brothers, sons, and mates that we love. When these men are unwell and unsupported, the effects ripple through relationships, families, and communities and we all feel it.  Tasked with creating a campaign advocating for more public action to drive change in this space the team at Movember and The Producers conceived and created the ‘Real Face of Men's Health’ campaign. 

Creative

Our Creative Director Luke Thompson spent a month with the in-house team at Movember tailoring the creative idea to ensure it was not only emotive but also highly effective.   To fully show the scope of the problem we created a single lifetime of different men’s health stories. From a baby boy at day dot to older men in their twilight years we aimed to emphasise just how all-encompassing the issue of men’s health is for all of us.

Production

In a highly challenging production process, we curated thousands of images and sourced photographs flash-cut together with filmed footage to create a singular timeline.  Filming such a feast was near impossible, so we reached out to our immediate network of friends and family in both Australia and overseas. The images needed to be a particular framing with the centre focal point of the baby, boy or man to help build the story in quick succession.  We collaborated with director Toby Morris, DOP Liam Gilmour and photographer Seiya Taguchi to bring this powerful concept to life through Film, digital and social assets.

Outcome

The campaign launched in Australia, New Zealand, United Kingdom, United States of America, Canada and Ireland. 

Since its release ‘The Real face of Men’s Health’ campaign has secured 139 million media impressions, influenced the UK government’s first-ever Men’s Health Strategy, and mobilised thousands for policy change. By shifting perceptions and driving action, it strengthened Movember’s role beyond fundraising - making men’s health a priority at every level.

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