Movember

Movember chose us to help them to reshape the way young men think about relationships because we reach millions of them every month through our channels.

We launched a new YouTube channel – MO-TV – and the show, ‘Confession Box’, designed to appear naturally in the feeds of young men and meet them on their terms. Each week, the series unpacked anonymous confessions and questions through honest dialogue, personal experience, and emotionally grounded advice.

Featuring some of YouTube and streaming’s biggest names, we leveraged a network of community and meme pages to amplify the show and drive relatability.

By translating complex and sensitive issues into accessible, social-first storytelling, we started conversations and inspired behaviour change – encouraging young men to engage more openly, reflect on their relationships, and embrace vulnerability as a strength.

RESULTS

The first season of ‘Confession Box’ garnered over 25 million views across four episodes. Of those surveyed, ‘Confession Box’ drove a 23% increase in knowledge of how to bring up an issue with a partner and 16% increase in young men who feel confident to have the conversation they need with a partner to try and address things.