This was our Bronze-winning response to the Young Lions brief at Cannes in 2018, beating out X global teams. As client marketers, Jill Harmon and I were tasked with solving this Movember brief using the CommBank brand.

1. The MO’Note.
The world’s first Movember Bank
Note

2. WHO WE ARE
Australia’s
leading bank
(11M customers)
Our promise = ‘Can’.
Unlocking progress in
times of change.

3. THE ISSUE
Men in Australia are silent sufferers of
both physical and mental health issues
- Half of Australian men feel stressed and nearly 10% have
had suicidal thoughts
- Australian men account for 3/5 suicides
- Men’s bodies are scrutinized more than ever to have the
“right” body & appearance
The Movember Foundation provides a
way through

4. A dad’s stubborn will to be there for his kids
is greater than his fear of embarrassment.
INSIGHT
Rally Australian families to support their
‘dads’ in their first Movember.
OPPORTUNITY?

5. The Audience
THE MUMS – THE FAMILY GLUE
Women, 30-49 years old. The wives and
partners of Australian dads who are
passionate about keeping their men alive
and well. The people who obsessed over
documenting their families lives for the
future.
THE DADS - FIRST TIME MO’ BROS
Men, 30-49 years old. Highly educated &
paid, living in metro VIC/NSW. He was a
young man with Movember started but is
now in a different lifestage and is most at
risk.
PRIMARY SECONDARY
THE DONORS
Men, 30-49 years old. The peer
network of Mo Bros who donate
to the cause.

6. OUR SIMPLE IDEA:
Ana Thomas
To my husband John. Helena, George
and I love you very much. We support
you doing Movember!!
THE PRODUCT THE FIRST DONATION
GROW MOVE HOST
A plastic sleeve that covers any
Australian bank note
It transforms any Australian
bank note into a ‘Mo note’ for
Movember.
To increase signups, we will ask
Australian mums to post a ‘family
selfie’ telling the dads of the
family how much they appreciate
them.
Each selfie with be posed with a
‘Mo note’ as the symbol of their
support for men’s health.
To drive conversion, families can
give their dads the ‘Mo note’,
which includes a heartfelt
message
The cash inside is the ‘first
donation’ to the dad’s
Movember page.
MO’ NOTE (FRONT) MO’ NOTE (BACK)
THE FAMILY SELFIE

7. KEY MESSAGE & TONE OF VOICE
As a mum, I can inspire my family
to rally behind my partner’s
health as a man.
As a dad, I can help stop men
dying too young by signing up for
Movember
TONE OF VOICE: Informal, Warm, Engaging, Honest.
AWARENESS CONVERSION

8. AGENCY TASK, DELIVERABLES, BUDGET
AWARENESS MEDIA ($132K) CONVERSION MEDIA ($60K)
CAMPAIGN LANDING PAGE:
Find a Mo’ Note near you + See the stories + Sign up now
Paid channels
1x Social video – ‘Call to arms’ to Australian families
PR Stories for social sharing
Owned assets
The Movember note sleeve – 100,000
CommBank branch & ATM merchandising (900+ branches, 4,000 ATMs
nationwide)
eDM to CommBank database
CommBank website (16th top visited site in Aus)
Paid channels
1x Social video – ’Call to arms’ to Australian dads
1x Facebook ‘Giving’- Australia First
Owned channels
1x eDM to Movember database
Movember website homepage takeover
Staff activation
Scalable for 50,000 staff nationwide.
SUCCESS: Incremental sign ups to Movember ‘18SUCCESS: 1M Unique Reach (estimated)
TOTAL: $192K AUD (CommBank spend)

9. Mo’ Notes can go wherever
Movember goes.