The Movember Foundation is a fundraising phenomenon. It had become one of the most iconic and well-supported charities in the UK. By 2017, things had changed, other charities had aped the Movember ‘name a month’ model and fundraising became increasingly radical and engaging (remember the ice-bucket challenge?!). Whilst awareness figures for the brand were still strong we needed to find a way to reconnect men with Movember's purpose. We knew we would not be able to deliver this through a straightforward advertising solution. We as client and agency needed a partnership with media owners. Not just any partnership - something that required true collaboration.