This campaign used a twist on the idea of influencers to flip one of the largest trends on Tiktok.

Movember traditionally raise funds by encouraging men to grow moustaches- but that does not have an impact on Men’s mental health, which is a key focus.

So this year they wanted us to help them do something to get men thinking about their mental health.

Movember is a charity that promotes men’s health, with a focus this year on Men’s Mental health.

The Roman Empire Trend was one of the top trends on Tiktok in 2023 and was at its peak just before Movember.

One of the biggest Tiktok trends of 2023 was women asking men how often they thought about the Roman Empire. A lot.

So Movember created a series of Ancient Roman influencers who flipped the trend by directing women to check in with their men if he wasn’t thinking about the Roman Empire

Traditionally Movember and other charities for men’s mental health try to get men talking to their mates. It’s a losing battle.

So this year the strategy was to get someone more comfortable with mental wellness to reach out to them. The women in their lives.

But how could we get women to think about the mental health of a man they cared about?

TikTok is famous for its art direction. Or lack of it. But that played into our hands. We created striking characters of the ‘influencers of ancient Rome’ that stood out on the platform – but were instantly identifiable with the trend we were trying to leverage.

We posted the videos from Movember’s global Tiktok account and posted videos, stitches, duets and video responses to comments from the 27th of October to the 27th of Movember.

The campaign had millions of views and a tone of engagement but despite the campaign using humor we were asking men to have a very private conversation with the men in their lives.

One indicator that a lot more men are thinking about their mental health is that Movember saw a 13% spike in registrations year on year.

'The campaign smashed all our expectations'

-Rob Dunne Movember Foundation

One of the biggest Tiktok trends of 2023 was women asking men how often they thought about the Roman Empire.

It turns out a lot.

This was the social behaviour trend that we leveraged with this campaign.