Award Case Study: Giving Movember it’s Mojo Back
Bridge Studio & Bountiful Cow won Gold for Movember in the Best Specialist category at the 2018 International Content Marketing Awards.
After a year in which participation rates and donations were down, this iconic annual campaign needed to become relevant again – a task given to agencies Bridge Studio and Bountiful Cow.
The mission of Movember is simple: to raise money and awareness of men’s health issues, such as prostate cancer, testicular cancer and male suicide. What the content needed to do was to share real stories, show what can happen when everything is bottled up and how Movember is helping to help prevent it. Having discounted advertising and online forums as unlikely to encourage men to open up, a multi-platform editorial partnership was chosen as the ideal solution.
So branded, curated and commissioned content was deployed across Sky, The Sun, The Times, TalkRadio and TalkSport, using News UK and Sky’s ability to generate awareness at scale, which delivered stunning levels of new engagement and donations. Over 50,000 ‘MoBros’ signed up to the campaign, with a 16% increase in fundraising. The judges said: “It’s a challenge for this campaign to stay relevant but the focus shift is inspired.”
“A truly great campaign that is based on a deep understanding of its audience and used this insight to create an innovative campaign across multiple channels. It is refreshing to see how the agency measured its success in marketing and business objectives as opposed to content objectives.” CMA Awards Judge.
Brendan Judge, Planning Director for Bridge Studio says “winning a Gold ‘Best Specialist’ award for ‘Giving Movember Its Mojo Back’ was the culmination of two years hard work with a great client and a wonderful team at Bridge Studio. It’s always nice to get recognition from your peers (and a great night out!) but what is more valuable is bringing it into the office and sharing it with the wider team who made it possible.”
“Creative and strategy are up-front when we pitch for business; we sell the idea in, with strong insight and then (hopefully!) dazzle with beautiful creative execution. But the hard work, the delivery of the campaign, is where it really comes to life. The people who make it happen – the project management, design, editorial, PR and content teams – they’re the ones who are most deserving. And these awards are for them.”
“It’s easy to throw around the word ‘collaboration’ but it really is the difference between “good” and “great”. The best clients and agencies we work with demand it, and with Movember and Bountiful Cow we had just that. We’ve worked with them for the last 3 years or so now, across two Movember partnerships with News UK, and the bar keeps going up, in terms of expectations and the quality of the work we achieve together. Which is just how we like it.”
“So yes, awards are great (and our work with Movember has won multiple industry accolades so far, including the prestigious Gold CMA award that sits proudly on display), but they’re really for everyone involved…. maybe we should get a few more made to share around the office!”