The Movember Foundation addresses men's health issues through various initiatives and campaigns. They have grown from a small campaign in Australia to a global non-profit focused on prostate cancer, testicular cancer, and mental health/suicide prevention. Their approach is to understand men's behaviors and perspectives through research in order to design effective campaigns. They fund research, collaborate globally, and translate knowledge into action programs. Their goals are to improve health outcomes for men and get more men actively engaged in their health.

1. THE MOVEMBER FOUNDATION
A USER-CENTRED DESIGN
APPROACH TO CREATING
INSIGHT-DRIVEN CAMPAIGNS
25 April 2018

2. THE PROBLEM
Evidence has shown that the problem with men dying too young is cultural and
behavioural.
• Men are reluctant to discuss their health or how they feel about the
impact of significant life events.
• Men are reluctant to take action when they don’t feel physically or
mentally well.
• Men engage in risky activities that are harmful to their health.
Men may feel pressure to appear strong and stoic; talking about feeling
unwell can be perceived as weakness.
Widespread lack of awareness, understanding, and stigma only create more
silence around men’s health issues.
Men are dying 6 years earlier than women –
largely for preventable reasons.

3. THE MOVEMBER FOUNDATION
From a grassroots campaign that started in a pub in Melbourne, Australia, we’ve
grown and groomed our way to become the largest global movement in men’s
health.
We’re tackling men’s health on a global scale, year round.
Our strategy is all about going where men need us most.
We’re transforming the way research into men’s health is done, and the way
health services reach and support men.
By 2030 we’ll reduce the number of men dying
prematurely by 25%.

4. THE MOVEMBER FOUNDATION
We’re prioritising the funding of three of the biggest men’s health issues:
• Prostate cancer
• Testicular cancer
• Mental health and suicide prevention
Within these core areas, we focus on activities that are likely to have the greatest
impact, investing in world leading research, facilitating global collaboration, and
translating knowledge of what works into action.
The Movember Foundation is funding ground-breaking programs all over the
world to understand what works best, to help make change happen sooner.
Invest in
biomedical,
clinical and
health services
research in
prostate and
testicular cancer
Foster and
facilitate
national and
global
collaboration
Understand,
promote and
advocate for
men’s health
Build evidence
about what
works – and
kick-start
sustainable
approaches
Mobilise men
to be more
informed,
active and
connected
Translate
knowledge into
action

5. 5M+
inspired to join
the global
men’s health
movement
1,200+
men’s health
programs funded
through 2017
Over
20
countries
£257M+
invested in prostate cancer
and testicular cancer
THE MOVEMBER FOUNDATION
£68.5M+
invested in mental
health and suicide
prevention

6. Knowledge is power, early detection is key.
When detected early, prostate cancer survival rates are better than 98%. But if
it’s found late, those survival rates drop below 26%.
At 50, men should have a conversation with their doctor about getting a PSA
test (which is a routine blood test). If they’re black or have a family history of
prostate cancer, they should do it at 45.
1IN 8
1 man in 8 will be
diagnosed with
prostate cancer
during his lifetime
330K
In the UK, over
330,000 men are living
with prostate cancer
PROSTATE CANCER
Prostate cancer is the most commonly diagnosed cancer in men in the UK; on
average, 32 men in the UK will die from prostate cancer every day.

7. TRUENTH
The aim
To improve the prostate cancer journey for men and their
partners and caregivers, by bringing their voices together with
doctors, researchers, and volunteers.
It will improve the way in which we work to address the needs of
men along all points of their cancer journey, helping them
achieve a good quality of life and to feel knowledgeable and
confident about managing their condition.

8. Testicular cancer is the most common cancer in men aged 15-49.
The rate of men being
diagnosed with testicular
cancer has grown by
more than 50% over the
past 30 years.
The best thing men can
do for their nuts is to give
them a bit of a feel each
month or so.
TESTICULAR CANCER

9. TESTICULAR CANCER AWARENESS
MONTH: KNOW THY NUTS

10. TESTICULAR CANCER AWARENESS
MONTH
2017 social media 2018
activation

11. MENTAL HEALTH + SUICIDE
PREVENTION
In the UK…
3OUT OF 4
3 out of every 4 suicides are
men
1IN 8
1 man in 8 has
experienced a
mental health
problem
12
men take their
life each day

12. SUICIDE NOTES + UNMUTE
2.2M
video views
65K
visits to online
resources

13. Man Up’ is a three-part documentary series and social awareness campaign
hosted by Triple M radio personality, Gus Worland.
The series explores the male suicide crisis, creating real social change by
encouraging men to take action and talk about their own challenges.
MAN UP
84%
of men said it
triggered some form
of change for the
better within them
1.9M
viewers
60%
of men offered a
friend time to talk
103,243
website page
views

14. THE MANVAN
• Removing the barriers and
obstacles of traditional
health services,
• Going to where men are,
• Making sure the setting is
right – ‘a safe male space’,
and
• Providing male specific
promotional information.
A partnership with Rugby League Cares to deliver health messages to men in
Northern England Rugby League towns.
The ManVan can engage men in health promotion in a way that research has
shown works by:

15. DIGITAL HEALTH PROMOTION TOOL:
GOING TO WHERE MEN ARE
Using digital to overcome the challenge of reaching men as well as other barriers
of cost, uptake and delivery.
Digital technologies present a huge opportunity to drive progress for the
prevention and early detection of mental illness given they offer means of
engaging men, capturing data, and developing and delivering new interventions.
We are balancing drivers in the digital sector (agile, iterative, open) and the
mental health field (concerns about data privacy and the need to fully understand
the risks and benefit profile of new interventions).
Research and
gain insights on
end users
Scale what
already
works
Audience
testing,
pre-design
Adapt for
each
market
Evaluate
and update

16. DIGITAL HEALTH PROMOTION TOOL:
THE PROCESS
Research and
gain insights
on end users
Scale what
already works
• How do men engage with their health?
• What health language do men prefer?
• What’s the best platform to reach men?
• What do they need?
• Are we listening to what men have
already told us works?
• How can we repurpose the content
that’s already proven successful?
• How can we take a proven project and
replicate it at scale?

17. DIGITAL HEALTH PROMOTION TOOL:
GOING TO WHERE MEN ARE
Audience
testing, pre-
design
Adapt for
each market
Evaluate and
update
• What resonates most with men?
• Does our functionality feel male-centric?
• Are we getting anything wrong?
• Does language need to change to be
more local?
• Do the global pieces truly address men
around the world?
• What feedback are men giving us?
• Where are men most engaged in the tool?
• Where we’ve not been successful, how
can we do better?
• What impact have we had?

18. OVER TO YOU
Expertise in this room: learning from each other.
In groups of three:
Spend one minute each outlining how a piece of audience insight has shaped a
campaign or programme you’ve worked on.
Then, choose one to focus on, and agree:
• What was the key insight and how was it gathered?
• How did it change the piece of work?
• What can we learn from this going forwards?

19. THANK YOU!
Ellen@Movember.com

20. The future of
engagement:
developing audience-centred strategies
25 April 2018
London
#CCaudience
Sponsored by

21. Visit the CharityComms
website to view slides from
past events, see what events
we have coming up and to
check out what else we do:
www.charitycomms.org.uk