The Movember Foundation is a leading men’s health charity. As a partner, The Gym Group hoped to raise £100k with its members’ help by championing positive physical and mental health. So how could we encourage gym members to Move for Movember, raise some cash and get talking about men’s health?
Members of The Gym already feel part of a ‘community’, so why not empower the local gym managers to curate a range of fun, inclusive, moustache-themed activities to get their members moving for Movember?
To spread the message about men’s health, we designed a playful, moustachioed takeover of The Gym’s offline, online and social presence.
In support of local and national fundraising, we created a suite of fun, engaging marketing materials ranging from ‘tache props for selfies to dynamic social video. All local events led up to ‘Move for Movember Day’, where The Gym community joined forces for the cause, and non-members were invited to work out for a £2 donation.
Here’s what Kate Fitzgerald, Head of Acquisition at The Gym Group said about the campaign:
“We have raised over £100,000 for the Movember Foundation!
It looks like we will more than double last year’s fundraising total of £52,000, which is really fantastic and we’re absolutely delighted.
This wouldn’t have been possible without your great creative work on the project. The campaign really stood out and definitely contributed significantly in engaging our people and our members.
Thank you for embracing the spirit of the mo’ – it’s wonderful and really appreciated. It’s also inspiring to know that, together, we will be making a difference to people’s lives via the Movember Foundation.”
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