MOVEMBER
MOVEMBET
BRIEF
All too often, men don’t talk about the issues that ultimately kill them – things like prostate cancer, testicular cancer and mental health issues.
Our brief: give guys permission to talk about these things with their mates.
IDEA
So, to encourage men to stop gambling with their lives and improve their odds (geddit?) we created MovemBET, a bookies where mates could place a seriously hard-hitting wager: which of them will live the longest.
RESULTS
By making the act of living competitive and by using the familiar setting of the high-street turf accountant, we created a disruptive and impactful opportunity for men to talk openly about about their health and the health of those closest to them. Total reach: 232million.
