Rooted in its purpose to improve people’s health and well-being through meaningful innovation, Philips partnered up with Movember, the leading global charity changing the face of men’s health in Canada and the US.

To promote this partnership for the first time, we wanted to create a widespread, long-lasting impact with a campaign motivating men to stay healthy in all areas of life. Our primary objective was to raise funds towards key Movember research projects by encouraging men to participate in Movember. And we wanted to do so…

-Credibly, for Philips’ hero shaving product – the OneBlade.

-Distinctively, when many other brands are present during this time

-In a real, human way, avoiding classic scare tactics

It’s time we make men realize that and take action for their health.

We broke through the apathy of guys at risk of health issues, by pointing out the solution was right under their nose. It’s obvious: acknowledge the problem and talk to someone.

We explained this in the most obvious way possible, but always with a quirky, lighthearted humor. It was a tongue-in-cheek way to provoke men into action, breaking the category conventions of fearmongering advertising that tried to scare men into action.

And we did this in a way authentically linked to Philips OneBlade: the best shaving tool for men to stylishly look after the mustache they grow for Movember.

In the US and Canada, prostate cancer is the second most common cancer in men; testicular cancer is the most common cancer in men aged 15-45; and men die by suicide almost 4 times more than women. These are alarming insights.

The truth is, those most at risk from men’s health issues are also the least likely to do something about it and get engaged with certain topics. Even when it’s all under their noses.

That is Philips’ role in their lives, after all: to take care of the literal moustaches under guys’ noses. So we thought, why not extend our role into taking care of the internal problems under their noses too?

We targeted those most at risk from men’s health issues – also the least likely to do something about it. Even when it’s all under their noses.

We put a spotlight on things that should be obvious topics of conversation but aren’t talked about enough. From a man hanging upside down checking his balls to two friends in a doctor’s waiting room discussing changes to their bodies, two bowling alley buddies analysing cancer statistics or even a heartfelt father-son conversation – our campaign touched men where it matters the most and asked them to “care for your health like you do for you Mo”.

We launched across social channels with teasers for the wider campaign on World Mental Health day. The teaser asking men to get ready for Movember, starting on November 1st, where new content was released, urging men to join the cause, raise their Mos and donate.

Making a tangible difference

We contributed to a Movember raising over 32M+ dollars. That’s an incredible contribution towards funding of new inventions, therapies, and diagnostics for prostate cancer. It’s one of Philips most successful social-good-fundraising campaigns ever, making a genuine difference in the world.

Driven by the real men we encouraged

Movember received a 117,518 new Mo registrations throughout the US and Canada, attributable to our campaign. Those men likely inspired millions more of their friends, family and colleagues.

Proven by significant reach and engagement

The combination of digital, social, TV and PR efforts resulted in 525M+ impressions with 280.000+ comments, shares and reactions. More than 68.000 men visited our Philips Movember webpage to learn more about Philips’ partnership with Movember and how to prevent some of the most important men’s health matters.