With Movember Foundation, The Good Side explored how young men’s mental wellbeing is shaped by masculine social norms and popular culture.

We needed to make a film to clearly explain the research findings and highlight the behaviour change influencer strategy

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An innovative film explaining and celebrating our impactful behaviour change strategy to encourage emotional vulnerability in young men. Self-filmed videos from participants and an immersive storytelling technique, emulated the experiences of young men and used men’s real words from our research. 

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The Good Side’s strategy fuelled 16 YouTuber films, with 15m+ views and a second campaign year commissioned, plus a new Canadian sports media property The Mental Game - both with validated positive behaviour change outcomes. Our film was used by Movember to explain this critical work to internal teams and donor, to show the impact of the work.

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