Objective: Create a Movember campaign to increase donations all year, not just November. Veer away from the moustache and create something more interesting.
In collaboration with three Toronto sports teams, Movember rolls out a 3 stage campaign to draw awareness to testicular cancer among men.
Phase 1:
Very obscure and slightly funny. My main goal was just to draw attention with a
funny euphemism and build interest for the second phase.
funny euphemism and build interest for the second phase.
Phase 2:
The message is becoming more obvious, but still no call to action. It should draw a more emotional reaction from men who saw the first phase and the goal is to evoke some worry or draw more attention to their personal health.
Phase 3:
Call to action. Introduction of the collaboration with the Toronto sports teams aims to gain the attention of male sports fans. The call to action is to head to one of the arenas where the 3 chosen teams play where you would be able to get a free testicular exam and donate to the campaign. It’s also my intention to keep this campaign going throughout the playing season of each team to keep up donations.
