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THE MOVEMBER FOUNDATION
A USER-CENTRED DESIGN
APPROACH TO CREATING
INSIGHT-DRIVEN CAMPAIGNS
25 April 2018
THE PROBLEM
Evidence has shown that the problem with men dying too young is cultural and
behavioural.
• Men are reluctant ...
THE MOVEMBER FOUNDATION
From a grassroots campaign that started in a pub in Melbourne, Australia, we’ve
grown and groomed ...
THE MOVEMBER FOUNDATION
We’re prioritising the funding of three of the biggest men’s health issues:
• Prostate cancer
• Te...
5M+
inspired to join
the global
men’s health
movement
1,200+
men’s health
programs funded
through 2017
Over
20
countries
£...
Knowledge is power, early detection is key.
When detected early, prostate cancer survival rates are better than 98%. But i...
TRUENTH
The aim
To improve the prostate cancer journey for men and their
partners and caregivers, by bringing their voices...
Testicular cancer is the most common cancer in men aged 15-49.
The rate of men being
diagnosed with testicular
cancer has ...
TESTICULAR CANCER AWARENESS
MONTH: KNOW THY NUTS
TESTICULAR CANCER AWARENESS
MONTH
2017 social media 2018
activation
MENTAL HEALTH + SUICIDE
PREVENTION
In the UK…
3OUT OF 4
3 out of every 4 suicides are
men
1IN 8
1 man in 8 has
experienced...
SUICIDE NOTES + UNMUTE
2.2M
video views
65K
visits to online
resources
Man Up’ is a three-part documentary series and social awareness campaign
hosted by Triple M radio personality, Gus Worland...
THE MANVAN
• Removing the barriers and
obstacles of traditional
health services,
• Going to where men are,
• Making sure t...
DIGITAL HEALTH PROMOTION TOOL:
GOING TO WHERE MEN ARE
Using digital to overcome the challenge of reaching men as well as o...
DIGITAL HEALTH PROMOTION TOOL:
THE PROCESS
Research and
gain insights
on end users
Scale what
already works
• How do men e...
DIGITAL HEALTH PROMOTION TOOL:
GOING TO WHERE MEN ARE
Audience
testing, pre-
design
Adapt for
each market
Evaluate and
upd...
OVER TO YOU
Expertise in this room: learning from each other.
In groups of three:
Spend one minute each outlining how a pi...
THANK YOU!
Ellen@Movember.com
The future of
engagement:
developing audience-centred strategies
25 April 2018
London
#CCaudience
Sponsored by
Visit the CharityComms
website to view slides from
past events, see what events
we have coming up and to
check out what el...
Upcoming SlideShare
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A user-centred design approach to creating insight-driven campaigns: the Movember experience | The future of engagement conference | 25 April 2018

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Ellen O'Donoghue, director, health promotion, Movember Foundation

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Published in: Government & Nonprofit
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A user-centred design approach to creating insight-driven campaigns: the Movember experience | The future of engagement conference | 25 April 2018

  1. 1. THE MOVEMBER FOUNDATION A USER-CENTRED DESIGN APPROACH TO CREATING INSIGHT-DRIVEN CAMPAIGNS 25 April 2018
  2. 2. THE PROBLEM Evidence has shown that the problem with men dying too young is cultural and behavioural. • Men are reluctant to discuss their health or how they feel about the impact of significant life events. • Men are reluctant to take action when they don’t feel physically or mentally well. • Men engage in risky activities that are harmful to their health. Men may feel pressure to appear strong and stoic; talking about feeling unwell can be perceived as weakness. Widespread lack of awareness, understanding, and stigma only create more silence around men’s health issues. Men are dying 6 years earlier than women – largely for preventable reasons.
  3. 3. THE MOVEMBER FOUNDATION From a grassroots campaign that started in a pub in Melbourne, Australia, we’ve grown and groomed our way to become the largest global movement in men’s health. We’re tackling men’s health on a global scale, year round. Our strategy is all about going where men need us most. We’re transforming the way research into men’s health is done, and the way health services reach and support men. By 2030 we’ll reduce the number of men dying prematurely by 25%.
  4. 4. THE MOVEMBER FOUNDATION We’re prioritising the funding of three of the biggest men’s health issues: • Prostate cancer • Testicular cancer • Mental health and suicide prevention Within these core areas, we focus on activities that are likely to have the greatest impact, investing in world leading research, facilitating global collaboration, and translating knowledge of what works into action. The Movember Foundation is funding ground-breaking programs all over the world to understand what works best, to help make change happen sooner. Invest in biomedical, clinical and health services research in prostate and testicular cancer Foster and facilitate national and global collaboration Understand, promote and advocate for men’s health Build evidence about what works – and kick-start sustainable approaches Mobilise men to be more informed, active and connected Translate knowledge into action
  5. 5. 5M+ inspired to join the global men’s health movement 1,200+ men’s health programs funded through 2017 Over 20 countries £257M+ invested in prostate cancer and testicular cancer THE MOVEMBER FOUNDATION £68.5M+ invested in mental health and suicide prevention
  6. 6. Knowledge is power, early detection is key. When detected early, prostate cancer survival rates are better than 98%. But if it’s found late, those survival rates drop below 26%. At 50, men should have a conversation with their doctor about getting a PSA test (which is a routine blood test). If they’re black or have a family history of prostate cancer, they should do it at 45. 1IN 8 1 man in 8 will be diagnosed with prostate cancer during his lifetime 330K In the UK, over 330,000 men are living with prostate cancer PROSTATE CANCER Prostate cancer is the most commonly diagnosed cancer in men in the UK; on average, 32 men in the UK will die from prostate cancer every day.
  7. 7. TRUENTH The aim To improve the prostate cancer journey for men and their partners and caregivers, by bringing their voices together with doctors, researchers, and volunteers. It will improve the way in which we work to address the needs of men along all points of their cancer journey, helping them achieve a good quality of life and to feel knowledgeable and confident about managing their condition.
  8. 8. Testicular cancer is the most common cancer in men aged 15-49. The rate of men being diagnosed with testicular cancer has grown by more than 50% over the past 30 years. The best thing men can do for their nuts is to give them a bit of a feel each month or so. TESTICULAR CANCER
  9. 9. TESTICULAR CANCER AWARENESS MONTH: KNOW THY NUTS
  10. 10. TESTICULAR CANCER AWARENESS MONTH 2017 social media 2018 activation
  11. 11. MENTAL HEALTH + SUICIDE PREVENTION In the UK… 3OUT OF 4 3 out of every 4 suicides are men 1IN 8 1 man in 8 has experienced a mental health problem 12 men take their life each day
  12. 12. SUICIDE NOTES + UNMUTE 2.2M video views 65K visits to online resources
  13. 13. Man Up’ is a three-part documentary series and social awareness campaign hosted by Triple M radio personality, Gus Worland. The series explores the male suicide crisis, creating real social change by encouraging men to take action and talk about their own challenges. MAN UP 84% of men said it triggered some form of change for the better within them 1.9M viewers 60% of men offered a friend time to talk 103,243 website page views
  14. 14. THE MANVAN • Removing the barriers and obstacles of traditional health services, • Going to where men are, • Making sure the setting is right – ‘a safe male space’, and • Providing male specific promotional information. A partnership with Rugby League Cares to deliver health messages to men in Northern England Rugby League towns. The ManVan can engage men in health promotion in a way that research has shown works by:
  15. 15. DIGITAL HEALTH PROMOTION TOOL: GOING TO WHERE MEN ARE Using digital to overcome the challenge of reaching men as well as other barriers of cost, uptake and delivery. Digital technologies present a huge opportunity to drive progress for the prevention and early detection of mental illness given they offer means of engaging men, capturing data, and developing and delivering new interventions. We are balancing drivers in the digital sector (agile, iterative, open) and the mental health field (concerns about data privacy and the need to fully understand the risks and benefit profile of new interventions). Research and gain insights on end users Scale what already works Audience testing, pre-design Adapt for each market Evaluate and update
  16. 16. DIGITAL HEALTH PROMOTION TOOL: THE PROCESS Research and gain insights on end users Scale what already works • How do men engage with their health? • What health language do men prefer? • What’s the best platform to reach men? • What do they need? • Are we listening to what men have already told us works? • How can we repurpose the content that’s already proven successful? • How can we take a proven project and replicate it at scale?
  17. 17. DIGITAL HEALTH PROMOTION TOOL: GOING TO WHERE MEN ARE Audience testing, pre- design Adapt for each market Evaluate and update • What resonates most with men? • Does our functionality feel male-centric? • Are we getting anything wrong? • Does language need to change to be more local? • Do the global pieces truly address men around the world? • What feedback are men giving us? • Where are men most engaged in the tool? • Where we’ve not been successful, how can we do better? • What impact have we had?
  18. 18. OVER TO YOU Expertise in this room: learning from each other. In groups of three: Spend one minute each outlining how a piece of audience insight has shaped a campaign or programme you’ve worked on. Then, choose one to focus on, and agree: • What was the key insight and how was it gathered? • How did it change the piece of work? • What can we learn from this going forwards?
  19. 19. THANK YOU! Ellen@Movember.com
  20. 20. The future of engagement: developing audience-centred strategies 25 April 2018 London #CCaudience Sponsored by
  21. 21. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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