Movember Foundation and Grill’d encourage men to catch up with a mate on May 8
The Movember Foundation has unveiled a new campaign targeting mental health that encourages men to nominate May 8 as the date to catch up with a mate.
Developed by Cummins & Partners Sydney, the latest initiative ‘May Eight!!’ – pronounced ‘Maaate’ – is designed to inspire men to reach out to their friends to organise a catch up, giving those who may feel isolated or who are at risk of depression and suicide to engage and reconnect.
https://youtu.be/68jO9gPkHcI
“We know from research that men aren’t great at making or keeping friends and that connections tend to drop off once men hit their thirties,” Paul Villanti, Movember Foundation executive director, said.
“There’s good evidence that, for men, maintaining social connections is an important protector against mental health problems.”
The event, which will take place on May 8, is supported by restaurant company Grill’d who will offer 2-for-1 burgers across its locations. The offer will stand for those who bring a mate with them to Grill’d and say the words ‘MAYEIGHT!!’ to the person taking the order.
“We want to make it as easy as possible for men to catch up with a mate by suggesting a day to do it, giving them a burger, and having a bit of fun with MAYEIGHT!!,” Adam Ferrier, chief strategy officer and consumer psychologist at Cummins & Partners.
Hoping to make the date a significant engagement platform for the foundation, Tom Martin, executive creative director at Cummins & Partners said “We’ve bought the initiative to life with a few moving parts through social, TV and PR, so hopefully lots of guys connect with the idea and connect with a mate.”
Zoe Samios
CREDITS
Movember Foundation
Charlotte Webb – Asia Pacific Director
Meagan Bell – Marketing Manager
Juliette Smith – Marketing Manager
Molly Hyndman – PR Manager
Cummins & Partners Sydney
Rebecca Bezzina – Managing Director
Julian Schreiber – Executive Creative Director
Tom Martin – Executive Creative Director
Mandie van der Merwe – Creative Director
Avish Gordham – Creative Director
Josh Campbell – Copywriter
Alastair Flack – Art Director
Julian Hartley – Copywriter
Rob Gordan – Art Director
David Flanagan – Group Account Director
Olivia Etzine – Account Executive
Adam Ferrier – Chief Strategy Officer
Jess Belgiovane – Broadcast Producer
Crystal Rata – Digital Producer
Bill Doig – Executive Producer
James Greet – Chief Media Officer
Kirsty Muddle – Chief Innovation Officer
Grill’d
Amy Smith – Marketing & Brand Director
Ingrid Kelly – Brand Activation & Promotions Manager
Nik Burton – Digital Marketing Manager
Catch up with a mate… on Mother’s Day?
Great, another campaign based on a pun.
And a socially accepted way for Grill’d to have a 50% off sale?
Maate!
Oooops
Bad move associating themselves with Grill’d given their history of paying their staff training wages.
May 8th is Mothers Day???? Catching up with a mate instead will go down well
Like it. Simple idea and good initiative getting blokes to talk more.
Congrats for trying, but this will sink without trace.
The clash with Mothers Day is moronic and the name just isn’t catchy or compelling.
Isnt Grill’d the business that underpaid its workers?
8 creatives to come up with a terrible pun about 8.
Hi No, the clash with Mothers Day will happen very very rarely. I think next year its on May 14th. Your comment is high on opinion, low on reason.
Love this idea, thought it was really clever.
Your Mum could be your mate couldn’t she? And hey, invite mates to lunch with your Mum, why not celebrate or things great in life 🙂
Some people like their mothers, really poorly thought through, why not just make the 3rd Sunday in May each year.
I’m guessing you don’t quite get marketing.
I guess you’re not into Mothers Day
Sue says the clash with Mothers Day will happen very very rarely.
Um, the long term average is 1 in 7 times it will fall on Mothers Day.. and you think that is very, very rarely?
I get the fact that May 8 is the only day you can have it but having your very first one falling on Mothers Day is a bit dumb.
@Octo garbage looks like they threw everyone into the pot to see what shit would brew out!
Do you realise that may 8 is Mother’s Day? Not the smartest day to use!!