Movember’s (@MovemberAUS) mission is to help men live happier, healthier, and longer lives. Men are dying too young, on average five years earlier than women, and for largely preventable reasons.
The purpose of the campaign is to motivate supporters to take action and fundraise for men’s health – for their friends, fathers, brothers, and sons.
To help encourage men to have more important conversations, drive widespread engagement, direct people to Movember.com, and to raise funds, @MovemberAUS leveraged two of Twitter’s premium ad formats – Timeline Takeover and Trend Takeover.
The @MovemberAUS campaign qualified for Twitter’s Ads for Good program, where they were given pro bono advertising credits to amplify their message through always-on video assets throughout the month. Twitter awards pro bono advertising credits to eligible nonprofits as a way to use the power of our advertising platform to amplify their message.1