The Real Face of Men's Health

Client: Movember UK

On average, the loss of a man touches the lives of 135 people in the UK. Despite progress made by Movember and others over the last 20 years, there's still a long way to go to improve men’s health. Movember needed to reframe the conversation around men’s health among not just men, but those affected by it. Showcasing to politicians in power that there was a groundswell of support for more action. Movember’s Real Face of Men’s Health Report, published in July 2024, outlined the state of men’s health across the UK. It was made clear that ‘men’s health affects us all’ and we are all the real faces of men’s health.

Through an all encompassing partnership with News UK & tactical activations leading up to their annual fundraising period, Bicycle added a human element to Movember’s messaging, with credibility. The campaign boosted prompted awareness in the UK by 6% (June - Oct 24), bucking a trend with other similar charities maintaining steady awareness (Tracksuit). The partnership generated 132 individual UK stories and 5,987 signatures influencing Movember’s discussions with the government. The powerful response to the campaign paired with a strong earned media approach, proactive government relations and party conference activity in the build up to and post election led to the secured commitment from the government to host the Men’s Health summit in partnership with Movember in November. Here, the UK’s first men's health strategy was announced which to this day Movember and the government work together in shaping.