News & Opinion

The Sun to donate 1p from every copy sold on 19 November to Movember Foundation

The initiative is part of News UK’s partnership with the Movember Foundation, including The Sun, The Times and talkSPORT.

Now in its second year, the partnership has been developed by News UK's creative shop The Bridge Studio. The Sun's donation day is one element of the rich integrated cross-platform awareness campaign, which has seen the Movember squad embedded within The Sun's editorial team, inside the News UK building, through the month of November. It is also working with talkSPORT and The Times.

With suicide remaining the biggest killer of men under 49, the partnership between Movember and News UK's brands will build on last year's award-winning campaign to raise awareness around some of the biggest health issues faced by men: prostate cancer, testicular cancer, and mental health and suicide prevention.

This year's campaign - again brokered by media agency Bountiful Cow - is set to run across News UK's print and digital channels and will be extended through their video ad technology and data agency, Unruly.

 Activity includes:

  • Print and online activity in The Sun and The Times, featuring a series of case studies with people who have lost loved ones
  • Four videos produced by New Productions and Dream Team, distributed to the charity’s most important audiences via The Times and The Sun, as well as Unruly. These will feature interviews with individuals and celebrities who have been directly and indirectly affected by mental health, prostate or testicular cancer
  • Digital takeovers of The Times and The Sun online
  • A Movember landing page housing all Movember digital content, both commercial and editorial
  • A 'Shave Down' event celebrating Movember's deadline day, with talkSPORT's presenter Jim White broadcasting his mid-morning show live from a Soho barber shop
  • 'Spot The Ball' competitions in print in The Sun

The campaign kicked off on the 31 October with the 'Great British Shave Off' at a barber shop in Soho. 'The Only Way is Essex' star Charlie King, ex-owner of Crystal Palace FC Simon Jordan, and ex-footballers Clarke Carlisle, Neville Southall and Chris Kirkland were among those who pledged support.

Mark Field, director of The Bridge Studio, commented: "It's an absolute pleasure to have Movember partner with News UK after the success of our year one activity. Not only is it a cause we really believe in, but this collaboration plays to our strengths in terms of creative activations that engage the huge audiences that News UK reach. It's a profound privilege to be able to shine a spotlight on issues we need to talk about much more."

Juliette Smith, CMO of the Movember Foundation, added: "Men's health is in crisis, and this year's partnership puts our cause at the heart of the campaign, telling people why growing a moustache and raising funds is needed. We have been given a unique opportunity to sit on the editorial floor which means we are really part of the News UK team, every day we are able to collaborate on stories and content to keep fuelling the 30-day journey. There is a real buzz about this year's campaign and all indicators are positive, and importantly we have generated lots of great conversations about men's health, though now it's about ensuring as many people raise as much money as possible and get those donations coming in."

Henry Daglish, founder of Bountiful Cow, concluded: "We are incredibly proud to be involved in making men's health part of the national agenda once again with our friends at Movember and The Bridge Studio. This partnership is yet another significant step towards realising the true power of collaboration when it comes to driving meaningful results for our clients and industry partners."

by Jessie Sampson 15/11/18

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