Testicular Cancer Awareness: Empowering Young Men Through Humor

Movember is dedicated to growth. Quite literally by the celebration of growing mustaches, and furthermore in the commitment to growing funds and awareness for men’s health. While November is only one month, the Movember Foundation is a global charity that works year-round to help men live happier, healthier, longer lives.

This year, Movember came to us looking to engage the demographic most susceptible to testicular cancer, young men aged 16-25, to raise awareness during Testicular Cancer Awareness Month (April 2018).

We were tasked with reaching men with creative that resonated with them in a way that communicated the importance of this mission, motivated them to check themselves regularly, and empowered them to take action if they noticed a change in their health.

With this campaign, we sought to reach several, distinct groups of young men and activate their awareness of testicular cancer. Known advocates of relevant health organizations, such as established supporters of Movember or the Prostate Cancer Foundation, were viewed as the most likely to evangelize the mission through sharing our content so we prioritized reaching these users early on in the campaign. Equally important was reaching the everyday young male – likely unaware of what to look out for when it came to testicular cancer. With this in mind, we placed heavy emphasis on reaching young men interested in things like Comedy Central, ESPN and GQ with funny, yet impactful creative.

In total the campaign reached more than 2.6 million unique men to drive more than 675,000 video views of our creative and over 23,000 clicks through to the Movember site to learn more about the mission. By serving interesting, fun content that communicated an extremely important message we were able to raise awareness amongst young men by speaking a language that they understand – humor.

 

Performance

  • Over 8.1 million total impressions 
  • More than 23,000 link clicks to learn more about the mission at a low CPLC
  • Drove more than 675,000 total video views of our video content
  • Reached nearly 2.6 million unique men aged 13-34 across Facebook and Instagram
  • Drove over 2,500 post reactions and over 1,000 shares of our content.

 

Creative

We collaborated with Movember to promote content that we knew their audience would go nuts for.

 

 

Response

 

 

Billy Philhower
Written By: Billy Philhower
Analyst
bphilhower@guptamedia.com

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