Title Young Lions 2022-Marketers-Brief.pdf ✅

How do we drive more young men to sign up and raise funds for Movember? Background information Movember is the leading global charity changing the face of men’s health. We exist to stop men dying too young by tackling some of the most complex health issues facing men today – poor mental health, suicide, prostate and testicular cancer. What started as a single-minded fundraising and awareness campaign in Australia in 2003 has funded more than 1,250 men’s health projects from 6.6M fundraisers and evolved into a multi-faceted health organisation with programs accessed by millions worldwide. With global support from our Mo Bros, Mo Sisters and Mo community, Movember funds and delivers biomedical research, cancer survivorship programs, innovative community mental health programs and digital health products that work for men. The Annual Movember Campaign Held in November, the Campaign is the primary fundraising vehicle for Movember, bringing in the lion share of our revenue. During the month of Movember, we ask men, to grow a moustache and raise money through seeking sponsorship for their efforts. In addition to raising funds, men (known as Mo Bros) effectively become walking, talking billboards for men’s health, sparking both private and public conversations. For those not keen on sprouting a moustache, we encourage them to get involved by way of our other fundraising products, Move, Host and Mo-Your-Own-Way. The diversification of our in-campaign fundraising products has meant that in recent years we’ve been better able to engage women and children in the campaign. In 2021, 354,000 people took part and of those people: ● 57% Grew a Mo, ● 21% Moved ● 4% Hosted an event
● 18% Mo’d-Their-Own-Way More detail on other ways to fundraise: o Move: Run or walk 60km (miles) across the month. That’s 60km (miles in US) for the 60 men who die by suicide each hour around the world. That’s one man a minute. Put one foot in front of another to help us change this. o Host: Rally a crew & host a Mo-ment. Think of something you love doing/eating/playing, invite some mates to take part virtually or in person & ask them to donate. One of the easiest ways to Host? Put together a BBQ or dinner and get your mates to donate what they would have spent on a night out. o Mo Your Own Way: One for the mavericks. MYOW is a choose your own adventure challenge. Hike your state’s highest mountains, run a cross-country relay with your mates, give something up or take on dares for donations- it’s up to you. The Challenge How do we drive more young men to sign up and raise funds for Movember? Our campaign registration numbers have been declining in the majority of markets over recent years (although the average raised per person has increased, resulting in some strong financial numbers). Decline has been most significant in our hero fundraising product, Grow - which has declined in terms of total registrations and as a % of total fundraisers consistently since 2019. The number of new ‘Mo’s’ was also 15.5% less than 2020 and they weren’t as active, receiving few donations compared to the previous year. Our creative campaign ‘Whatever You Grow Will Save a Bro’ will be running again this year for the fourth year to encourage new and existing participants to sign up. https://www.youtube.com/watch?v=yAOeQoI5ZNA The campaign has been successful in increasing participants and funds raised over the last few years, by tying the moustache into our cause however it doesn’t detail the other ways to fundraise overtly. We rely on our owned channels and supporter journey to do this. Target Audience Men 18 – 35 years. Our bullseye fundraising target demo has typically been men 25-49 years with higher-than-average income, metro – across our six major markets (AUS, NZ, Can, USA, UK and Ireland) however we’d like to broaden our appeal and the diversity of our fundraising audience and appeal to the future generation of potential men’s health advocates.

Support to the Brief Men’s health is in crisis. Men die on average 5 years earlier than women around the world and for largely preventable reasons. ● A growing number of men – around 10.8M globally – are facing life with a prostate cancer diagnosis. ● Globally, testicular cancer is the most common cancer among young men. ● Across the world, one man dies by suicide every minute of every day, with males accounting for 69% of all suicides. The money you raise through participating in Movember is changing the face of men’s health. Millions have accessed our men’s health programs throughout the world. Specifically: - We’ve developed 54 interventions, 70 therapies and 107 diagnostic tests for prostate cancer - Our community-led mental health projects have changed and saved lives Personality Straight-talking, never boring, funny, dramatic, subversive, relevant, confident. We were founded on keeping it real. Trusted by telling it straight. Liked for our irreverence. Loved for our disruption. And respected for facing up first. Our purpose is to confront, challenge and change men’s health to save more men’s lives. Specific Creative Deliverables Teams will be asked to create a product/service that answers a brief given by the Competition Partner. The competitors will be representing the organisation they currently work for, and must create a product/service that is relevant to their industry. A PDF presentation of no more than 10 slides describing your product/service. One slide that visually summarises your idea. The summary slide should be included in your main presentation, and will count towards the 10 slide count. A two-part written submission ● Strategy - Target audience, planning and approach (150 words) ● Idea and insight - This includes your market research and data gathering. (150 words)