For each campaign we recruit peer promoters, credibility kings and celebrities from our Love Network to help us share our message about men’s health. Over the last number of years, Movember has had huge success with the rugby community – with Irish International Jamie Heaslip leading the charge and supporting the cause.
This year, we wanted to expand and reach new communities across Ireland. We identified the GAA and GPA as the dream partners and worked tirelessly over 6 months to deliver a partnership that helps us reach a new community of young men eager to support Movember’s efforts in what were previously untapped areas.
The momentum was great, with high profile GAA MoBros right across Ireland spreading the message for men’s health in the lead up to Movember. The most prominent of these was Tipperary Hurling star Noel McGrath, who was diagnosed with testicular cancer earlier in the year. The All-Ireland winner and two time All-Star winner made a remarkable recovery and returned to action just four months after surgery and a round of chemotherapy. McGrath came off the bench in front of 70,000 people at Croke Park to a standing ovation in the All-Ireland Hurling Semi Final against Galway. Despite being inundated with media requests, McGrath agreed to finally break his silence, in a carefully told, video-story shot by our in-house Film Production Team. This moving, powerful, real story went viral and successfully launched our new GAA and GPA partnership with Movember.
In addition, we undertook a major, visually-powerful photo-story that we negotiated to feature on the 1st of Movember in Ireland's largest Sunday newspaper magazine, Sunday Independent’s LIFE magazine.
Styled to represent Movember’s masculine aesthetic, this six-page spread was shot by Thinkhouse's Art Director Kevin Goss Ross and styled by Courtney Smith. The series of shots portrayed our top GAA MoBros in a way that was powerful and solemn. The work wasn’t just celebrated by our Movember community and the media who agreed to run it, but the players too, who shared their images with pride.