|Product / Service||SUICIDE PREVENTION|
|Category||D02. Use of Branded Content created for Digital or Social|
|Entrant||CUMMINS & PARTNERS Melbourne, AUSTRALIA|
|Idea Creation||CUMMINS & PARTNERS Melbourne, AUSTRALIA|
|Production||REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA|
|Sean Cummins||Cummins & Partners||Global Chief Executive Officer|
|Doogie Chapman||Cummins & Partners||Creative Director|
|Adam Slater||Cummins & Partners||Copywriter|
|Connor Beaver||Cummins & Partners||Art Director|
|Chris Moore||Cummins & Partners||Head Of Broadcast|
|Karley Cameron||Cummins & Partners||Broadcast Producer|
|Tom Ward||Cummins & Partners||Chief Strategy Officer|
|James Bennett||Cummins & Partners||Strategy Planner|
|Sally Kingi||Cummins & Partners||Senior Integration Director|
|Kara Brumfit||Cummins & Partners||Senior Integration Manager|
|Johnny Corpuz||Cummins & Partners||Head of Connections Strategy|
|Calvin Lyons||Cummins & Partners||Connections Strategist|
|George Groves||Cummins & Partners||Connections Strategist|
|Will Millar||Cummins & Partners||Media Manager|
|Monique Gerada||Cummins & Partners||Media Manager|
|Georgia Pedersen||Cummins & Partners||Digital Media Manager|
|The Glue Society||The Glue Society||Director|
|Michael Ritchie||Revolver/Will O'Rourke||Managing Director/Executive Producer|
|Josh Mullens||Revolver/Will O'Rourke||Executive Producer/Head of Projects|
|Jasmin Helliar||Revolver/Will O'Rourke||Producer|
|Isabella Vitelli||Revolver/Will O'Rourke||Producer|
|The Glue Society's Luke Crethar||The Glue Society||Editor|
|Scott Stirling||The Glue Society||Colourist/Online Editor|
|Jason White||Revolver/Will O'Rourke||Director of Photography|
|The Glue Society Studios||Revolver/Will O'Rourke||Post Production|
|Otis Studios||Otis Studios||Sound Studio|
Men spend 40% more time watching videos online than women. And of all the forms of content shared by men, how-to-videos are consistently among the most popular. This insight led us to a simple idea: to create a how-to video that teaches men how-to speak up. Knowing that 85% of all Facebook video views occur without sound, we decided to create videos that, without sound, appeared to look and act like any other how-to film. But when the viewer unmuted the video, and listened instead of reading the subtitles, the twist was revealed; it was the man in the video who really needed help.
To ensure maximum impact, we released the films on World Suicide Prevention Day. We created a separate video for each of Movember's 3 biggest markets: USA & Canada, Australia and NZ and the UK. The films were supported with a small amount of paid media, but were designed primarily to be easily shared by key influencers and media publications. To make the films appear as though they were user-generated, we deliberately employed low-key production design and casting. Everything down the to the post copy on the videos was designed to be unbranded, with the Movember logo at the end of the film the only recognisable branded element. This was key for ensuring authenticity. We also sent influencers instructions asking them to post the videos as if they were sharing their own how-to content – ensuring they did not give away the surprise twist.
The video became one of the most viewed pieces of content in Movember’s history; with our hero film becoming the number one trending video on Reddit for 24 hours. By the end of the campaign, the three videos had amassed a combined 3 million views, and was shared by media outlets such as Mashable, Relevant, UniLAD The Australian Newspaper and The Irish Times. Most importantly though, the campaign has currently directed 58,000 people to support services on Movember.com. Each one of these interactions is the start of a potentially lifesaving conversation.
It's often said that the greatest limitation of online, social and mobile video is the fact that, most of the time, it's consumed it without sound. But instead of this medium limiting our message, we actually found a way it could enhance it. Knowing that last year, over 200 million hours of how-to videos were consumed online, we created a our own series of handy tips for men. But unlike the usual, masculine how-to films we're used to seeing in our news-feeds, this piece of content demonstrated another kind of tip –how to speak up when you're struggling.
Last year, over 200 million hours of how-to content was consumed online, with the majority of views coming from our target audience – masculine men who'd rather seek help online than ask for it directly. It also helped that a change in Facebook’s algorithm has seen its video function rise in importance – making it the world's second largest video publishing channel. Given that our budget was small, we knew we needed to create content with an interesting twist, allowing us to generate shares and increase viewership beyond our paid spend. With this in mind, we decided an innovative use of Facebook video, based around a type of content we know men love to watch, was an approach with a high likelihood of success. And by asking them to 'unmute', we were offering men a modern, actionable message that was clear, masculine and within the language of the social platform.