Movember’s MAYEIGHT campaign via Gen C gives blokes the tools to reconnect

This MAYEIGHT, leading men’s health organisation Movember has enlisted content studio Gen C and a crew of creatives to celebrate the power of reconnection.

Built off the insight that one in five Aussies (22%) has not arranged to catch up with a close mate in six months or more, the charity’s sixth annual ‘date to catch up with a mate’ urges blokes to reach out and reconnect with a mate on Saturday May 8, in an effort to tackle social isolation and loneliness.

People who are socially isolated or lonely are at greater risk of mental health issues including anxiety, depression and even suicide. In Australia, three out of every four suicides are men.

The MAYEIGHT campaign includes a series of still imagery re-creating old photos of mates decades apart, alongside hero video content exploring the real-life mateship of Tarang Chawla and Nabil Mustafiz, who are reconnected after more than six years.

Men are encouraged to take action via three simple steps: Tee It Up, Catch Up and Speak Up, while being directed to resources including Movember Conversations, a free interactive digital tool that helps to guide you through tricky topics of conversation from job loss and social isolation to family pressures.

Says Jason Olive, marketing director, Movember: “To bring the campaign to life, we set out to cast real mates from the Movember community. Men who have been through prostate cancer, testicular cancer and their own struggles with their mental health.

“In a year where mental health is more important than ever, we worked with several trusted partners to highlight these real examples of the genuine and authentic connections that men have with those closest to them. It was truly special to see mates coming together after such a long time apart.”

For the launch, Movember and Gen C created a fully integrated campaign spanning print, digital, social, radio and out-of-home, which will go live across Australia in the fortnight leading up to Saturday May 8.

Adds Olive: “Thanks to the support of media agency Universal McCann Australia (UM) and a generous network of media partners, the MAYEIGHT campaign has received an incredible amount of donated media, which goes to demonstrate the importance the Australian media community places on mental health.”

Gen C managing director Jack White said he hoped the campaign would prompt more men to recognise the significance, value and joy that mateship can bring to our everyday lives: “We are thrilled to work alongside Movember again this year to bring their MAYEIGHT campaign to life. After 2020, which really was a year unlike any other, a lot of people took stock, and collectively it got us thinking about what matters most.

“For many, it highlighted the toll that social isolation and loneliness can take, while also showing how something as simple as catching up with a mate you’ve known for years can have such a positive impact on not only on your day, but also on your general mental health and wellbeing.”

For more information visit movember.com/mayeight

Client: Movember
Marketing Director: Jason Olive
Marketing Manager: Natalie Kirby
Content Producer: Thomas Pike

Design: Gen C Group
Managing Director: Jack White
Client Director: Britt Lippett
Art Director / Design: Alex Crampton
Account Director: Steph Caldwell

Photography: Salumi Studio
Photographer: Adam Hunter

Production: Movember
Director / Producer / Offline & Online Editor: Thomas Pike
DOP: Joel Famularo
1st AC: Darcy Gooding
Gaffer / Grip: Stephen Loats
Sound Recordist: Alex Christensen