Winner
Real Face of Men’s Health
by InnerCircle on behalf of Movember
Summary of work
Movember UK set out to secure a government commitment to create and implement the UK’s first Men’s Health Strategy, addressing the alarming statistic that 2 in 5 men die prematurely before the age of 75. This marked a pivotal opportunity for Movember’s newly established policy and advocacy team to influence the incoming Labour government. Working with agencies InnerCircle, Future Advocacy, Webber Shandwick and Bicycle the team combined strategic political engagement and data-driven advocacy to make the case for change.
Movember published the Real Face of Men’s Health report in July 2024, to highlight the critical state of men’s health in the UK. It revealed health disparities and the economic ripple effect of improving men’s health on women, children and whole communities.
To gain political traction, Movember engaged MPs through party conferences, creative events such as the “Problem Halved Bench” installation, and in-person meetings, including with the Prime Minister.
In a major success, Movember launched the UK’s first Men’s Health Summit, co-hosted with Health Secretary Wes Streeting. At the Summit, the government announced the UK’s first ever Men’s Health Strategy – a major breakthrough.
Judges’ comments
“Real Face of Men’s Health” showed a very competent and established team working towards a common goal. It had excellence use of reach and high impact. It felt agile and extremely well executed. The judges loved the creativity and that it secured buy in at the highest UK level.
