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Support a bro Map your Mo
Movember’s campaign registration numbers have been declining in recent years. In 2022, Movember needs to break stagnation and go beyond just growing a Mo by developing a more inclusive approach to engage with more young men. Problem
Young men want to participate in Movember but don’t feel worthy of donations if they can’t grow a Mo or have already done it before. Insight .
Strategy. Source: Millennial Humour: Political Satire & (Dis)Engagement in the Age of Social Media, Corinne Laporte, 2021 Source: Humor effect: The Behavioural Bias Series, The Behaviours Agency, 2019 Source: Using Gamification Techniques to Enable Generation Z’s Propensity to Do Good, Ronald, P. Conlin, 2021 Evolve Movember to become more inclusive, more fun and more than just ‘growing a Mo’. We need a product that’s more fun and more inclusive of all young men. Amongst an audience that uses memes as social currency, humour is the obvious choice*. It’s relevant and it builds social capital with younger audiences, especially young men. And research into ‘The Humour Effect’ shows that humour not only increases attention and engagement but also makes content more memorable*. In addition to this, gamification is also an effective way to engage young men*.