Movember Netherlands. Policy Plan

Transcription

1 Movember Netherlands Policy Plan 2013

2 1 Organsiation vision, values & goals 1.1 VISION Movember s vision is to have an everlasting impact on the face of men s health 1.2 VALUES The organsiation s values are: Fun - We create fun. Accountable - We are accountable and transparent. We strive to exceed best practice cost-tofundraising ratios. Caring - We are passionate, dedicated, caring people that are here to serve the Movember Community. Team Movember - Although we are spread across the world we are one team with the same deeper sense of purpose. Humble - We have a humble attitude and approach to everything we do. Innovative - Born from an entrepreneurial spirit, we apply innovation across the organisation to improve efficiency and the Mo Bro and Mo Sista experience. Remarkable Experiences - At every touch point phone, , online, in person, at our events we create a remarkable experience. Outcomes Oriented - We will drive significant outcomes for men s health from the funds we raise. Page 2

3 1.3 MOVEMBER S GOALS Campaign Strategy & Goals: We will get men to grow moustaches and the community to support them by creating an innovative, fun and engaging annual Movember campaign that results in: Funds for men's health programme investment Conversations about men's health that lead to: - Greater awareness and understanding of the health risks men face - Men taking action to remain well - When men are sick they know what to do and take action Programme Goals: Living with and Beyond Cancer Men living with prostate or testicular cancer have the care needed to be physically and mentally well. Staying Mentally Healthy, Living with and Beyond Mental Illness Men are mentally healthy and take action to remain well When men experience mental illness they take action early Men are not treated differently when they experience a mental illness Men's Health Research We will fund innovative research that builds powerful, collaborative teams that accelerate: Improved clinical tests and treatments for prostate and testicular cancer Improved physical and mental health outcomes for men Page 3

4 2 Campaign overview The Mo, slang for moustache, and November come together each year for Movember. Movember challenges men to change their appearance and the face of men s health by growing a moustache. The rules are simple, start Movember 1st clean-shaven and then grow a moustache for the entire month. The moustache becomes the ribbon for men s health, the means by which awareness and funds are raised for cancers that affect men. Much like the commitment to run or walk for charity, the men of Movember commit to growing a moustache for 30 days. Since its humble beginnings in Melbourne, Australia in 2003, the campaign has grown year on year expanding to the UK, US, Canada, New Zealand, Ireland, Spain, South Africa, Hong Kong, Singapore, The Netherlands, Czech Republic, Finland, Norway, Denmark, Belgium, Austria, Germany, France, Switzerland and Sweden saw a total of 1,127,289 participants (Mo Bros & Mo Sistas) raise 108,100,000 with 7,484 Dutch Mo Bros and Mo Sistas raising 504,523. The centre of the Movember campaign is the Movember.com website, where participants (Mo Bros and Mo Sistas) can register, raise funds, connect with each other and share experience and news about Movember. The website acts as our hub, with all marketing activities aimed at driving both participants and donors to Movember.com. Movember Netherlands is responsible for promoting the campaign, encouraging participants to grow moustaches, register on the Dutch website and raise funds and awareness for men s health, specifically prostate cancer, testicular cancer and men s mental health. The marketing activity to do this is a full campaign with events, PR activity, ambassador programme, partnerships with appropriate brands (e.g. grooming brands), community outreach programmes, prizes and rewards for Mo Bros and Mo Sistas, events in cities across the Netherlands and social media activation. All of our activities are aimed at raising awareness and funds for men s health. Page 4

5 3 Target audience Although anyone can get involved with the campaign - Movember s key target audiences are outlined below. There is overlap between the groups, but this provides an overview of the audiences. Within these audiences, there are different target segments for instance communities such as companies, sports clubs, universities, bars, restaurants, retailers and public services such as teachers, firemen, policemen and the military. Page 5

6 4 Movember Netherlands Policy Plan - Campaign The following activities will form key parts of the marketing activity for Movember. Website The website acts as Movember s hub for all activities and the charity is responsible for creating the Dutch content for the website for local participants to be able to take part in the campaign. The website enables participants to sign up and register for the campaign, either as an individual or as part of a team, and they can then compete with other participants on the leaderboards to see who raises the most funds and who can build the biggest team of moustache growers. Communications The Movember charity is responsible for handling enquries from participants both via and via phone calls to ensure all operational enquiries are correctly and promptly handled from the Dutch public. Movember is also be responsible for s announcing the 2013 campaign to previous Mo Bros and Mo Sistas in the Netherlands, as well as weekly update s throughout the campaign detailing what is going on during the month so that Mo Bros and Mo Sistas can get involved more deeply in the campaign. PR campaign Movember is responsible for selecting and working with a PR agency to enable a campaign to drive media coverage to support the Movember campaign. The PR campaign will be aimed at driving awareness and understanding of the campaign, as well as promoting health messaging around prostate cancer and men s health in general into media. This would include targeting TV, radio, print and online publications with the aim of driving awareness and understanding of Movember and men s health. The PR campaign will include outreach to potential ambassadors to support Movember. Potential target ambassadors include sports stars, musicians, actors and comedians, who will be invited to take part in the campaign, by growing moustaches and registering on the website. The campaign team will be responsible for ensuring that these ambassadors are used in appropriate media opportunities. Overall, the PR campaign has a very important role with Movember, as it will both drive registrations on the website, and create awareness of both the issues around men s health and prostate cancer, as well as how to take part in the campaign. Page 6

7 Community engagement Using the contacts built up from last year s campaign, Movember will be responsible for contacting past participants and meeting with them to discuss taking part in the 2013 campaign and further their involvement and engagement with the campaign, by providing them with new ideas and routes for both fundraising and for driving awareness of men s health issues, specifically prostate cancer. Events The campaign will begin with launch events in Amsterdam and Rotterdam. These events are aimed at letting previous participants and interested media know about the 2013 campaign and helping to educate them about the new campaign, and the latest health information on prostate cancer in the Netherlands. Movember will be responsible for finding the venues, inviting attendees to the events and running the activities on the ground that introduce the campaign, and let the audience know about both the latest health messaging and the outcomes of the previous year s campaign, both globally and locally. The end of the month will see a series of Gala events, to mark the end of the campaign. Again, Movember will be responsible for sourcing the locations for these events, as well as securing attendees and running the main events in Amsterdam and Rotterdam providing some assistance to smaller events across other cities in the Netherlands. Outcomes A very important part of the Movember campaign is to communicate the outcomes of the funds raised and Movember will be responsible for ensuring clear communications in 2014 of where the funds raised have been spent. Page 7