Movember DOATs vs. GOATs – Winning the Mental Game

Despite deteriorating mental health, self-care wasn't a priority for young men. In a brilliant content play, designed to reach and engage our young male audience, UM worked with charitable organization Movember to confront the very real pressures of having to live up to society's constant demand to be the "Greatest of All Time", aka, a G.O.A.T. Instead, we normalized NOT being great, so that young men could find contentment in simply being a D.O.A.T. - Decentest of All Time. Our category-first, media driven campaign shattered industry benchmarks, boosted awareness and convinced young men to prioritize self-care, literally Futureproofing their health.