Pre-Covid, Movember identified 15-18 year-old men in the UK as being vulnerable, and, through a complex interaction of societal expectations and self-held beliefs around what it means to be a man, often lacking the interpersonal skills to express their emotions, and to seek support.
Research by Movember and creative insights agency The Good Side demonstrated the pandemic has only exacerbated these traits, accelerating feelings of isolation, loneliness and hopelessness within this group – all factors we know can have damaging mental health consequences.
In response, Movember partnered with Studio71, a media company for Creators, to activate a campaign to change young men's attitudes towards speaking about their emotions and increase their intention to seek help.
Studio71 assembled a collective of hyper-relevant, engaged and stylistically diverse Creators to take part including Callux, Deji, Munya Chawawa, Viddal Riley, LV General & Roxburgh, each with a personal connection to this issue.
A total of 15 YouTube videos were created in partnership with Movember which ran throughout December 2020/early 2021. The campaign has generated 8.9 million views and 600k social engagements to date with many videos trending on YouTube and picking up press coverage in youth-focused press titles including CBBC Newsround, GRM Daily and Metro