Female twist on 'Movember' wins early campaign coverage

Abbey Clancy is among a host of personalities fronting this year's Movember campaign, which launched on Monday.

Abbey Clancy with husband Peter Crouch, in one of the celebrity portraits by Greg Williams for this year's Movember campaign
Abbey Clancy with husband Peter Crouch, in one of the celebrity portraits by Greg Williams for this year's Movember campaign

Liz Matthews PR has devised a new twist on the long-running Movember campaign, by including a female celebrity in a series of portraits by photographer Greg Williams for the men’s health charity.

Others celebrities in the campaign include Sir Mo Farah, Liam Payne, George the Poet, Peter Crouch, Sam Claflin, Jack O'Connell, Russell Tovey, Dermot O'Leary, Jesse Wood, Miles Kane and Chris Robshaw.

Liz Matthews told PRWeek: “In recruiting Greg Williams – one of the world’s best celebrity photographers who have made a career out of making top talent feel and look great – we cast a culturally relevant and diverse list of men, and women, to reach as many men as possible this year.”

She added: “Another new angle was to bring in the female voice. On launch day, we went everywhere, from Sky and ITV News to almost every daily newspaper, which ran a picture of Abbey Clancy and Peter Crouch, both sporting moustaches in support of Movember.”

The charity’s annual Movember fundraising and awareness campaign aims to highlight its work on men’s mental health, suicide prevention, and testicular and prostate cancer.

This week’s launch featured research by the charity that revealed 83 per cent of men find it helpful when people ask whether they’re having a difficult time. Yet 46 per cent said no one had checked to find out how they were coping during the COVID-19 pandemic.

Some 22 per cent reported that their mental health had worsened during the pandemic, and 29 per cent admitted they felt lonely more often.

There were eleven national print and digital pieces about the launch, all of which focused on Clancy’s involvement in the campaign, as well as broadcast pieces.

Momentum has been maintained by a series of social-media posts from the celebrities taking part in the campaign. And in the space of just a couple of days the campaign has managed to achieve a total reach of more than 226 million.

Matthews commented: “We really wanted to make people aware that this is a men’s charity who support not only the men who need them, but also their families. The many wives, sisters, mothers and friends who are affected when their loved ones suffer from issues relating to mental health, suicide and cancer.”

She said: “In casting these men and women, and using their social platforms to amplify this message, in addition to more traditional press, we will reach tens of millions of people all across the world.”

LMPR started working for Movember during the summer, after a competitive pitch over Zoom, and has been tasked with a year-long comms programme to boost the charity’s profile. The agency will be working on a series of events over the coming months, such as Testicular Cancer Awareness Month and Father’s Day.

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