A campaign to get men talking about their physical and emotional health.
The Challenge
Campbell’s Chunky partnered with Movember Canada to raise awareness and funds for men’s health, including prostate and testicular cancer and mental health. The challenge was to create communication that would feel authentic to men rather than like a traditional health campaign.
My Approach
I immersed myself in online message boards and communities, participating in conversations and observing how men naturally talked about health, masculinity and emotional wellbeing. This first-hand research helped me understand the language, humour and tone that would resonate with the audience—and informed the campaign voice and messaging.
The Campaign
The partnership brought the message to life through limited-edition moustache-themed Chunky labels, a Build-a-Flavour contest supporting Movember, and social media engagement designed to encourage participation and fundraising.
My Contribution
I used audience immersion to translate behavioural and cultural insight into a voice that felt natural rather than prescribed—helping the campaign meet men where they were and make a traditionally difficult conversation more approachable.