Movember L'Oreal Presentation script
Hello to you all,
My name is Izzy and I’m so grateful to have the opportunity this evening to present my ideas to you for the collaboration between L’Oreal and the Movember movement.
From the outset, I picked up on the need for a campaign that at its core is about getting men to talk to one another about mental health in a way that is socially accepted. //
That’s about fostering changes within communities in a way that is honest and authentic. whilst also tapping into the quintessential banter and humour of British culture.
So, with this in mind, the campaign’s goal is to develop engaging conversations and foster insightful learning surrounding men’s mental health, through social media, combining elements of humour and solemnity
What do I want to say here: invisible impact of mental health – men using banter and humour
Demographically and geographically the campaign seeks to target Millennial men in the UK. Specifically, those suffering, or know someone who is struggling with mental health problems. And with 43% of men in general admitting to regularly feeling worried or low (Mind, 2019) and 17 million millennials in the UK (Statista, 2019), there is sadly a large target audience for this campaign.
Contextual insights provided a strong foundation within the ideation phase of this campaign.
I think we’re all aware that culturally the British have earned themselves a reputation for having a stiff upper lip, tending to be, generally, more reserved, preferring to use forms of indirect communication in order to avoid conflict and seem polite.
Arguably a reason why, humour is such an important aspect of British culture and communication as it establishes informality and brings people together in a way that offers opportunities to introduce more sensitive topics.
Such as, of course, mental health and the realities that men in our country are facing, for the most part, alone.
The question was then, how to create awareness respectfully for things that can go unnoticed. I began thinking about the premise of growing a moustache – fundamentally being a visible act on behalf of something tragically invisible most of the time.
and in that vein, I began to think about things that exist but shouldn’t and we, as a culture, need to see.
Like the fact that 1 in 4 people experience mental health problems of some kind every year in England.
And on the other side of that coin- on a lighter note - things that don’t exist but should. Such as a device to store your dreams or healthy junk food.
Consequently, I ended up with the following key phrases that would underpin every activity of the campaign.
(things we wish we could see
things we need to see - realities of mental health
things we can see - moustache)
The use of all three phrases allowed the campaign to retain elements of humour, alongside the creation of awareness and ultimately a call to action – to grow a moustache in the month of November
When looking at this campaign’s strategy - the integration of PR and branded content provide the foundation.
Content marketing has always been part of PR, but its evolution is changing the way PR is done. We are seeing user-generated content become an invaluable source for marketing communications (Cinar, 2020). Due in part to increases in the democratisation of content, and the changing roles people are playing in the process of disseminating information - online – at speed.
It’s important to also note that millennials tend to opt for visual content over text-only, with studies showing them more likely to place higher levels of trust in it and share it more broadly (Hsu, 2021).
But as content simply dropped on the internet has little hope of being found – My personal fascination neuro-marketing led me to consider the effectiveness of the campaign through the following lenses of:
– it’s ability to grab attention
– to provoke emotional engagement
– and to be memorable
So with this in mind, this campaign’s content aims to be inherently useful and interesting (PRweek, 2017), created by both user and brand, so that consumers will want to engage with share it.
So what is the campaign?
Well, practically the campaign has three main activities –
Firstly, a promotional explainer video outlining the key campaign message at the end of October– as a form of hero content, gaining widespread attention.
It would be no longer than a minute and made in two formats – a youtube default size and an Instagram story size.
I actually wrote the script which is made up of a poem incorporating the three message phrases –and the recurring elements of humour, awareness and a call to action - I won’t read it all – but it’s in the slides that I have sent over.
Secondly, shareable augmented reality (or AR) filters on social media, will be utilised as a form of regular hub content every day of the month.
If you haven’t heard of Augmented reality – its basically an interactive 3D experience –observed through your phone or device that combines a view of the real world with computer-generated elements.
On the screen here is an example of what it would look like- Each day of the month there would be 10 new options of “things we wish we could see” – an entertaining roulette that people could share with friends and would hopefully signpost them to the Movember pages.
And thirdly - User-generated Content, which would be encouraged throughout the campaign would be helped by the use of branded hashtags.
#wishtosee and #needtosee
In reality people would be encouraged – or challenged by a friend to come up with
Their own funny idea for the first hashtag and share it on their social media alongside an awareness of the second hashtag with a comment or caption about mental health awareness.
Ultimately however, content marketing is a commitment not just a campaign – and the hope is that awareness will be generated in order to direct people to the Movember activities – who are dedicated to creating useful and informative content.