Moving for Mental Health: How we turned fitness spaces into purpose-driven places for Movember.
The objective.
To promote the 2025 Movember campaign in the health and wellness community, either to grow a mo or raise funds for men’s health during the campaign period.
How we rose to the challenge.
The solution was to create an immersive takeover of Fitness First gyms nationwide within our health and wellness network, then extending the campaign through a digital amplification on LADbible.
On-site branding.
Rolling out a ‘horror passport’, showcasing the trailer for IT: Welcome to Derry during the pre-show for the biggest thriller and horror films of the season.
Sponsored fitness classes.
Bespoke articles and quizzes across Buzzfeed and LADbible websites and socials to detail the new series as well as promote competitions to win tickets to the Split Scream event.
Digital amplification.
Utilising our programmatic outdoor solution, social journeys, to extend Buzzfeed and LADbible’s content across our retail network screens. A URL to IRL experience for audiences.
"Partnering with VMO allowed us to authentically connect with people, where movement and connection already happen. This activity brought the Movember campaign to life within the Australian fitness community and turned everyday workouts into moments of impact. The reach, creativity, and integrated thinking behind the execution is helping to inspire more Aussies to Grow a Mo or Move for men’s health this Movember."
Natalie Kirby, Head of Marketing Campaigns at Movember Australia.
