Moving for Mental Health: How we turned fitness spaces into purpose-driven places for Movember.
The objective.
Movember set out to promote their 2025 campaign, encouraging the public to grow a mo or raise funds for men’s health during the campaign period. Their goal was to drive strong reach and awareness within environments that naturally tap into health and wellness as well as male audiences.
How we rose to the challenge.
The solution was none other than our Health and Wellness network. The campaign came to life across Fitness First and Goodlife Health Clubs locations through a multi-touchpoint approach combining on-screen, in-person and ambient executions to bring Movember’s mission to life in a way that felt relevant and authentic.
On-site branding.
Bold branded decals and banners were displayed throughout key areas of Fitness First gyms.
Sponsored fitness classes.
Branded decals and banners were placed at the entry points of sponsored Fitness First exercise classes.
On-screen activity.
The campaign was brought to life across our health and wellness network as well as our retail network.
Digital amplification.
The campaign was shared across LADbible’s website and social channels.
"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.
