Unmute
The Movember Foundation
Issue 45 | December 2017
Agency
Cummins & Partners Melbourne
Creative Team
Creative Director: Doogie Chapman Copywriter: Adam Slater Art Director: Connor Beaver
Production Team
Production Company: Revolver/Will O'Rourke Director: The Glue Society's Paul Bruty Managing Director/Executive Producer: Michael Ritchie Executive Producer/Head of Project: Josh Mullens Producer: Jasmin Helliar & Isabella Vitelli Director of Photography: Jason White Post Production: The Glue Society Studios Editor: The Glue Society's Luke Crethar Colourist/Online Editor: Scott Stirling Sound House: Otis Studios
Other Credits
Head of Broadcast: Chris Moore Strategy Director, Connection: Johnny Corpuz Senior Integration Manager: Lauren Peat Digital Strategist: Zac Martin Digital Planning Manager: Georgia Pedersen Integration Manager: Rachel Linacre
Date
September 2017
Background
Men will share just about anything online. Except how they're feeling. So on World Suicide Prevention Day, Facebook was used to teach men the importance of opening up and not assuming their friends are OK.
Idea
To show the world how easy it is to miss a man who is struggling, a series of "how-to" videos were created that were really a lesson in how to listen. Designed to autoplay natively in Facebook feeds without sound, the videos featured a man who appeared to be explaining a simple task. But when the video was unmuted, the viewer heard a completely different story, about a man who was beginning to show signs he was struggling.
Results
3 million organic views and counting. Coverage in Mashable, Huffington Post and several major newspapers across the globe. Number 1 trending video on Reddit for 24 hours.