In the UK, 3/4 of all suicides are men and 60 men are lost to suicide every hour across the world. Moreover, 1 in 8 UK men will be diagnosed with prostate cancer, and testicular cancer is the most common cancer among young men. With the global pandemic putting increased pressure on mental and physical health, Movember’s iconic annual campaign to raise awareness and funds for men’s health was more important than ever. Movember set an objective to increase YoY donations and moustaches grown. By harnessing Sky Sports’ range of platforms; Mo- growing ambassadors; a fundraising programme segment in Soccer AM and prominent exposure for brand representatives on Sky Sports News, the campaign resulted in Movember’s biggest increase in YoY donation value in the last 5 years!