MOVEMBER FOUNDATION
MOVEMBER CAMPAIGN 2015 – KEY MESSAGING

WHAT IS MOVEMBER?

Movember is a month-long campaign organised by the Movember Foundation to raise funds and awareness for men’s health. It happens in the month formerly known as November.
Each year we encourage men to grow and groom moustaches. That simple change in behaviour generatesawareness and funds for men’s health.

This year, we are also introducing a new way to get involved. It’s called MOVE and it’s a month-long commitment to get active throughout Movember. We’re asking people to make 30 MOVEs in 30 days.

Whilst we will always be about the moustache, MOVE is a great new way to do something positive about your health whilst also raising vital funds and awareness for men’s health.

WHAT IS THE MOVEMBER FOUNDATION?

The Movember Foundationis the global charity raising funds and awareness for men’s health.
Since 2003, we’ve encouraged millions of men and women to join the global men’s health movement. Through the moustaches grown, the connections created, and the conversations generated, we’ve raisedover £400 million and helped fund over 1,000 breakthrough men’s health programmes across 21 countries. We aim to have an everlasting impact on men’s health

WHY WE DO WHAT WE DO

When it comes to their health, too many men don't talk, don't take action and die too young.

We want to help men live happier, healthier, longer lives.

SO WHAT ARE WE ASKING PEOPLE TO DO IN 2015?

MOVE OR MO, SAVE A BRO

If you want to support men’s health and have a good time in the process, simply sign up at Movember.com.After that, the choice is simple: Make a commitment to MOVE or to grow a Mo (moustache).

  • GROW: Men start 1st Movember clean-shaven and grow only a moustache for the month. No beards. No goatees.
  • MOVE: Men and women can commit to get active and MOVE every day during Movember.

After signing up, get friends, family, or colleagues to donate to your efforts and change the face of men’s health.

Lastly, if you want to support men’s health and really aren’t in a position to grow a Mo or make a MOVE commitment then please make a donation to the cause. You can donate to a specific Mo Bro or Mo Sista by searching for them on the site, or you can donate directly to the Movember Foundation.

CREATIVE APPROACH FOR 2015

This year we celebrate the experience of looking after yourself and those around you. Everyone will face challenges in life, but by leading a healthy active lifestyle and fostering strong friendships we give our bodies and minds the best chance to overcome difficulties and put ourselves in a position to support others along their journey.

In 2015, we show particular respect to the older generation who have been shaped by experience and learnt to live well and help those around them.

Key language:

MOVE OR MO, SAVE A BRO

GROW A MO, SAVE A BRO

SHAPED BY EXPERIENCE

GIVE, GROW, MOVE

RESPECT YOUR ELDERS

LIVING HAPPIER, HEALTHIER AND LONGER LIVES

(MOVE) 30 MOVEs IN 30 DAYS

MIND, BODY AND MO

KEY COMMUNICATIONS MOMENTS IN THE 2015 CAMPAIGN

N.B.

There are a number of ambassador & creative collaborations which will be built into these timings as plans are finalized

The exact phasing of messaging around men’s health issues will also be released once plans are finalised

‘SIGN UP & BUILD A TEAM’ PHASE

10th Sep -Activity around World Suicide Prevention day (#WSPD)

14th Sep -Movember.com live for registrations

23rd Sep -All MF social channels turn over to 2015 campaign. SIGN UP!

1st, 15th, 21st & 29th OctMain Reactivation Emails

15th Oct -2015 kick-off event in London

w/c 19th Oct -Release of the Movember Men’s Health Survey results

23d Oct - MOVE Social takeover day (twitter image with headband)

Launch of social idea #MatchMyMOVE

28th Oct -Official Shavedown at Neville’s barbers

29th Oct -Email & social launch of #nomoexcuses (outing some of

the excuses people might give for not growing a Mo)

31st Oct - Halloween night = shavedown night across the country

1st Mov -Celebrating clean top lips and first MOVEs – #myfirstMOVE

Beginning of the 30-day journey

2nd – 5th Mov -Remind people it’s not too late

IN-CAMPAIGN

1st – 5th Mov -There’s so much to do for men’s health, and still time to

catch up

1st – 30th Mov - Enjoy and share your journey

Celebrate the many moustache exploits and might MOVEs

Have important Conversations

Connect with your friends and family

Ask people to donate to your Mo or MOVEs

15th – 30th Mov - Prepare and host an end of Movember MO Party

1st – 10th Dec -Share the great stuff and maximize the value of your efforts

by asking everyone for final donations

10th Dec -Thank you, you’ve been awesome

Here’s what your money is funding

SOCIAL MEDIA GUIDELINES

1. SIGN UP and take part to get emails and the experience to understand the flow of the campaign!

2. Follow us / Like us / Find for the latest info

Facebook:MovemberUK

Twitter:MovemberUK

YouTube:youtube.com/MovemberTV

Instagram:Movember

3. SHARE OUR CONTENT!

4. Use your own tone of voice to speak to your own audience, but remember our values: FUN,REMARKABLE EXPERIENCES, CHANGE AGENT, ACCOUNTABLE, CARING, TEAM MOVEMBER, HUMBLE & INNOVATIVE.

5. Our primary hashtag is #Movember and try to use this in everything - even alongside our other campaign-moment hashtags: #MatchmyMOVE, #nomoexcuses, #myfirstMOVE (for timings please see above, and check in with us before posting if you can’t find these being used yet).

6. Have fun – there’s a serious underpinning what we do and why we do it, but fun is our Trojan horse – the way w achieve greater reach for a serous message.

7. Do things you wouldn’t normally do, and get out of your comfort zone

8. Think VISUALLY – moustaches and MOVEs both look great

9. Start conversations

10. Remind everyone the commitment made to Mo or MOVE is valuable - ask for those donations!

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