In the UK, 3 out of 4 suicides are men, which leads to the equally shocking statistic that 60 men are lost to suicide every hour, across the world. Moreover, 1 in 8 UK men will be diagnosed with prostate cancer and testicular cancer is the most common cancer among young men. In support of men’s health, Sky Media and Movember announce that they have once again partnered to promote the month-long fundraising event, which traditionally sees men grow a moustache across November.
Harnessing Sky Media’s access to recognisable talent, the partnership sees Will Greenwood, Jonny Nelson and Tom White sign-up as the Sky ambassadors for this year’s very important campaign. These sporting icons will introduce the new Movember TV campaign, which will play out across Sky’s platforms with a ‘Sky Presents’ introduction and include a call-to-action for viewers to ‘grow a mo to save a bro’ this November.
The talent will be growing their own moustaches and, as well as appearing in their regular Sky programming line-up to show off their mos, will be documenting their progress on social media. Leading football YouTube channel – Football Daily will also be showing their support to ‘grow a mo’ by referencing Movember in their video content. The activation will be further supported by Sky Sports native article interviews with the Sky talent ambassadors and touch on the pressures 2020 has placed on mental health in the UK.
By partnering with Sky Sports and including well-known male sporting talent, this campaign is in the best place to reach men and their families, which will be activated across Sky’s linear, VoD, digital & social platforms and includes Sky AdVance targeting as well as further editorial support across Sky Sports.
In addition to the popular initiative of growing a moustache, the partnership will encourage a wider pool of people to make a change this year with the philosophy that “however you Mo, will save a bro”. The other ways in which individuals can support the charity this November include: Move for Movember with a 60km running or walking challenge for the month (that’s 60km for the 60 men we lose to suicide every hour across the world); hosting a fun event with friends; or Mo Your Own Way by creating your own challenge.
Sarah Jones, Director of Planning at Sky Media said: “Every year the Movember campaign does a brilliant job of raising awareness of testicular and prostate cancer, as well as supporting the partners, relatives and friends of those affected. By engaging the audience with well-known Sky talent, and driving reach through linear, VoD, social and digital activity, we can once again help the Movember campaign reach millions and ultimately save lives. At Sky, we are also proud to be doing our bit internally to get involved in the activities and raise funds for such an important cause.”
Anne‑Cécile Berthier, Movember Country Director for UK and Europe, said: “We’re thrilled to be partnering with Sky Media once again to help raise awareness for men’s health.
“If there’s ever been a time to embrace Movember and shed those lockdown beards, it’s now in 2020. It has been an incredibly difficult year for men, which makes this year’s campaign our most important ye
“We hope that with the support of Sky’s amazing ambassadors in Will Greenwood, Jonny Nelson and Tom White, we can encourage more people to join the movement and get men opening up about their health.
“Thanks to partnerships like this, along with the help of our community, Movember will continue funding and applying research to prevent our fathers, brothers, partners, sons and friends, from dying prematurely.”
The partnership, brokered by Bountiful Cow and The Value Xchange, launched on 16th October and will continue to run through to the end of November. To get involved, sign-up or donate at movember.com – because however you Mo, will save a bro.