Faculty of Design

Advertising

Gabriel Almario

Movember "They Care" Campaign

The "They Care" campaign will span a month from November 1st to December 1st with the goal of raising donations and awareness about men's health. The core concept of this campaign is that mean don't always voice their concerns when something is going on with their health, instead, they focus their concerns on the loved ones in their life. So, if men aren't going to worry about themselves, they need those loved ones in their life that they care so much about to check in on them before it's too late.The campaign will start off with print advertisements found throughout the city, from billboard ads checking if your seatbelt is on, bus seat ads saving you a seat, grocery cart ads checking if you've been eating well, to bus shelter ads reminding you to stay safe at night, these out of home posters are meant to be messages from the men in your life making sure you are safe. But why are they written on notes?The next stage is a series of poster advertisements. The first is a collage of all of the notes from the first stage showing that the men in your life check in on your because they care. The second poster follows up on the first one stating, "But they might not be watching out for themselves." The last poster shows a QR code leading to our countdown website for the final stages of the campaign. This second stage is meant to answer some initial questions from the first stage while bringing up more to keep viewers involved and engaged.The final stage of the campaign shows the initial note that was originally written before being erased. It showcases a message from all men saying that they don't want to be a burden on their loved ones in their life, which is why they don't speak up about the things affecting their health. Viewers at this stage of the campaign will see the call to action to donate to the Movember Foundation.Additionally, there will be live interactive events around the city where men and other participants can write something down on a sticky note that they have been wanting to get off of their chest but can't because they don't want to be seen as "weak" or "a burden."This entire campaign follows the narrative that men will typically not share their health issues because they don't want to burden the ones they love around them. Instead, they "erase" or ignore those concerns about themselves and shift that concerns onto others in their lives, making sure they are safe.