Sky Sports ‘MO’bilises Top Talent to Champion Men’s Health Awareness with Movember

Sky Media, the advertising sales arm of Sky, has announced an exciting new partnership with Sky Sports and global men’s health charity Movember known for its ground-breaking work.

In collaboration with the agency Bicycle, the content-led campaign aims to leverage Sky Sports’ top talent to drive awareness, sign-ups, and donations for Movember, while also showing that you don’t need to ‘grow a mo’ to join in. There are countless ways for women and anyone else to show support and get involved, from moving 60km in the month, hosting an event or taking on an epic challenge.

Featuring popular Sky Sports presenters Simon Thomas, Pete Graves, Clinton Morrison, and Hayley McQueen the campaign will include four bespoke 30-second TV commercials which will air across Sky Sports platforms. The campaign will also incorporate digital and social content including exclusive interviews with presenters who are growing moustaches to personally champion the cause.

Movember’s 2024 campaign with Sky Sports is strategically designed to engage new and existing audiences, reigniting excitement and increasing participation and will even see co-branded ‘Sky Sports Presents’ idents as part of the creative playout.

“Our partnership with Movember goes beyond the typical campaign; we’re using our platform to engage millions of viewers in meaningful conversations about men’s health,” said Karin Seymour, Director of Client & Marketing. “With top Sky Sports presenting talent like Simon Thomas and Pete Graves leading by example, we aim to spark action across the UK, motivating people to grow, donate, and make a lasting impact.”

Throughout Movember, Soccer Saturday and Sky Sports fans will be able to monitor the progress of the moustache growing in action as Simon Thomas and Pete Graves, both take part in the Movember challenge.

The campaign will be visible across various Sky platforms, including Video on Demand (VOD), SFVOD, digital editorial, social and linear TV channels, ensuring widespread reach and engagement.

Anne-Cecile Berthier, Country Director UK & Europe at Movember, said: “We are excited to work with Sky Media to bring millions of eyes to Movember, helping to raise funds and awareness to change the face of men’s health.

“As a charity, we work tirelessly to deliver innovative, breakthrough research and support programmes that enable men to live happier, healthier and longer lives. And we couldn’t do it without our global community of supporters. So, whether you’re growing a Mo, taking on an epic challenge or hosting an event, we’re encouraging everyone to get involved this Movember.”

Since its inception in 2003, Movember has grown into a global movement, funding more than 1,300 men’s health projects around the world. The charity is dedicated to addressing four critical areas of men’s health: mental health, suicide prevention, prostate cancer, and testicular cancer. Sky Sports’ campaign aims to remind audiences of the tangible impact their involvement can make.

Sky Atlantic hosts Volvo’s new Safety in Action campaign in its 10th year of partnership

Sky Atlantic’s decade-long partnership with Volvo Car UK sees new safety-themed content in a campaign initiated by Sky Media and Mindshare Invention.

Sky Media’s latest campaign with Volvo, brokered in partnership with Mindshare Invention, sees high-intensity and bold branded content airing on Sky Atlantic, featuring stunt talent from the BAFTA-winning Sky Original series, Gangs of London.

Created by Sky Media’s in-house commercial production team and harnessing Sky Original talent, the four-minute branded content creative is titled ‘Inside The Mind Of A Stunt Artist’. Airing on Sky Atlantic on 18th April 2023, the content explores the importance of psychological safety for stunt artists. The message is driven home by stunt professional, Mens-Sana Tamakloe, who doubles for lead actor Ṣọpẹ́ Dìrísù in Gangs of London, a show known for its exhilarating, edge-of-your-seat, action.

The bespoke branded content will be hosted on Sky’s YouTube channel. In addition, as part of a wider media campaign, the film will be supported and promoted with 30” trailers on BVOD, SFVOD, Linear, Sky AdVance and AdSmart from Sky; and 60” clips that will run across Sky social channels.

Safety is at the core of Volvo’s ethos and the brand leads the way when it comes to the safety of people inside and outside the car. So, highlighting the importance of emotional safety is where this new campaign plays a key role with the branded content. It reflects Volvo’s Safe Space Technology, which uses cutting-edge sensing technology. The new Volvo EX90 will be the first car to feature the system that supports the driver by recognising if they are distracted and not focussed on the road ahead. The car can take appropriate measures to alert the driver of any potential risk, or even stop the car and call for help.

Sarah Jones, Director of Planning at Sky Media says, “We’re thrilled to continue to evolve our long-standing Volvo and Sky Atlantic partnership. Gangs of London – one of our most popular Sky Atlantic dramas – was the perfect context to connect Volvo’s safety features with fascinating stories from Gangs’ stunt workers.”

Terissa Wingfield, Brand and Product Marketing Lead at Volvo added, “We are delighted with this new film, which is a product of our long-running relationship with Sky. The development of our Safe Space Technology is based on understanding human behaviour. We all experience emotions, but some of them can distract us and increase the chance of a crash happening. By better understanding the driver’s state of mind, we can reduce the risk of a crash happening.”

Sam Wood, Invention Business Director at Mindshare commented, “Together Volvo Cars, Sky Atlantic and Mindshare Invention have produced a truly ambitious activation to support our longstanding Sky Atlantic Sponsorship. Fronted by daring stunt-performer Mens-Sana Tamakloe – our co-branded hero content and supporting short-form assets highlight the importance of psychological safety in even the most challenging circumstances and, more specifically, the key role Safe Space Technology will play in the next generation of Volvo Cars.”