Movember has been around every year since 2003. So what has it done for men’s health.
The organisation asked actor, Matt Berry, the comedian and cult favourite best known for What We Do in the Shadows and Toast of London to share that information.
He chose not to.
In the global brand film, Where the Money Goes, Barry does nothing much more than sit in an armchair – well, except for making some phone calls – while rolling titles describe where Movember donations have made real-world impact.
…in a 14-minute film. That’s a donor dollar spend notice people are unlikely to forget.
In its 22-year history, Movember has supported over 1,320 men’s health projects, across 23 countries to improve men’s mental health, suicide prevention, prostate cancer and testicular cancer outcomes.
“Changing the face of men’s health is complex and it requires Movember to support a mind-boggling amount of programs, initiatives and studies. We want our community to know the true impact that their donations are having, but the scale of the work makes it nearly impossible to share through traditional communications,” stated Josh Mann, global head of creative at Movember. “We needed to find a way to share the true transparency that our fundraisers deserve”
As the instantly recognisable voice of Movember campaigns globally, Berry was approached to help communicate every way Movember creates impact. He donated his time and likeness to the project. However, as the film reveals, Movember’s charity budget did not quite stretch to reading.
The result is a deliberately unconventional brand film, where Berry’s presence, and his absence of traditional explanation, becomes the creative device. Audiences are invited to engage actively with the information scrolling up the screen, discovering the full scope of Movember’s work at their own pace.
“This work leans into humour, self-awareness and trust,” commented Ben Miles, global director of brand and communications at Movember. “We are confident our community wants transparency and depth, but on their terms. By showing Matt doing what he does best while the facts move past, this film sparks curiosity instead of forcing information.”
Where the Money Goes was developed by Movember’s in-house creative and studio teams, and is running throughout the world across Movember channels including YouTube, Facebook and Instagram.
Credits:
Client & Creative Studio: Movember
Global Director of Brand & Communications: Ben Miles
Global Head of Creative: Josh Mann
Global Director of Communications: Claire O’Neill
Global Head of Brand: Karolina Karon
Global Head of Studio: Vanessa Elliott
Senior Copywriter: Kevin Lai
Senior Creative Producer: Izy Kali
Content Producer, UK & Europe: Licia Conn
Chief Impact Officer: Simon Rice
Director of Impact Campaigns: Carlyn Christian
Production Company: Audacious Productions
Produced & Directed by: Daniel Audritt & Kat Butterfield
DOP: Tim Gee
Gaffer: Paul Brennan
Sound: Glen Gooden
