Cummins&Partners Launches Men’s Health Initiative MAYEIGHT

Cummins&Partners Launches Men’s Health Initiative MAYEIGHT
SHARE
THIS



Cummins&Partners Sydney has created MAYEIGHT!! – a new men’s health initiative – for the Movember Foundation.

This important mental health initiative is in response to the fact that for a lot of Aussie men – life gets busy and they lose touch with their mates. That leaves millions of guys at risk of feeling isolated – which can lead to depression, or even worse, suicide.

MAYEIGHT!! takes place on May 8 (c’mon say it out loud if you still don’t get it!), and aims to improve the social networks of Aussie men by giving blokes a nudge to catch up with a mate, as May 8 will from this day forth be known as an excellent ‘date to catch up with a mate’.

Paul Villanti from the Movember Foundation’s said “We know from research that men aren’t great at making or keeping friends, and that connections tend to drop off once men hit their 30s. There’s good evidence that, for men, maintaining social connections is an important protector against mental health problems,” said Mr Villanti.

Burger chain Grill’d has also thrown their support behind the inaugural MAYEIGHT!! They are asking guys to bring a mate along to Grill’d, and offering 2-for-1 burgers on the day, encouraging them (for the first and only time) to talk with their mouths full. All you have to do to get your free burger is a) have a mate with you, and b) say ‘MAYEIGHT!!’ to the person taking your order.

Adam Ferrier, CSO and consumer psychologist at Cummins&Partners said, “The initiative was developed from the insight that social fabrics break down as men get older, and life gets busier. Women often make more of an effort to maintain their social connections, whereas men just kind of let it slide. We want to make it as easy as possible for men to catch up with a mate by suggesting a day to do it, giving them a burger, and having a bit of fun with MAYEIGHT!!. Hopefully the campaign creates a bit of PR and conversation around the issues of men and social connections too. We’d love MAYEIGHT!!, to become a significant engagement platform for The Movember Foundation. ”

Tom Martin co-ECD at Cummins&Partners said, “We hope guys take advantage of MAYEIGHT!! And use it as a day to catch up with someone they’ve been meaning to. We’ve bought the initiative to life with a few moving parts through social, TV and PR so hopefully lots of guys connect with the idea and connect with a mate”.

Visit mayeight.com for more information and Grill’d locations to get your man burger.

CREDITS

Movember Foundation

Charlotte Webb – Asia Pacific Director

Meagan Bell – Marketing Manager

Juliette Smith – Marketing Manager

Molly Hyndman – PR Manager

 

Cummins & Partners Sydney

Rebecca Bezzina – Managing Director

Julian Schreiber – Executive Creative Director

Tom Martin – Executive Creative Director

Mandie van der Merwe – Creative Director

Avish Gordham – Creative Director

Josh Campbell – Copywriter

Alastair Flack – Art Director

Julian Hartley – Copywriter

Rob Gordan – Art Director

David Flanagan – Group Account Director

Olivia Etzine – Account Executive

Adam Ferrier – Chief Strategy Officer

Jess Belgiovane – Broadcast Producer

Crystal Rata – Digital Producer

Bill Doig – Executive Producer

James Greet – Chief Media Officer

Kirsty Muddle – Chief Innovation Officer

 

Grill’d

Amy Smith – Marketing & Brand Director

Ingrid Kelly – Brand Activation & Promotions Manager

Nik Burton – Digital Marketing Manager

Latest News

Monday TV Wrap: Brownlow Coverage Awards Seven The Medal
  • Media

Monday TV Wrap: Brownlow Coverage Awards Seven The Medal

Seven enjoyed a stellar night last night and it was all thanks to its Brownlow Medal coverage that saw Hawthorn’s Tom Mitchell crowned the AFL’s best and fairest for the 2018 season. Coverage of the actual medal event pulled an impressive 895,000 for the network, while the earlier red carpet arrivals also did well with 633,000 viewers tuning-in […]

by B&T Magazine

B&T Magazine
Stellar Concepts Wins PR Duties For New Sydney Food Festival
  • Marketing

Stellar Concepts Wins PR Duties For New Sydney Food Festival

Communications agency Stellar Concepts has been appointed by IMG Culinary to deliver a PR campaign for the launch of Taste of Sydney Collective. The food festival is an evolution of IMG’s ‘Taste of’ festival series fusing food, culture and music. Taking place at the Cutaway in Sydney’s Barangaroo precinct during November, the highly-curated event will […]

SPEED Wins QICGRE
  • Media

SPEED Wins QICGRE

SPEED has been appointed QICGRE’s communications strategy and channel planning agency with immediate effect. QICGRE are operators of 26 shopping centre’s across Australia, including Eastland, Castle Towers, Westpoint, Canberra Centre, Robina Town Centre and Grand Central. SPEED will provide portfolio communication recommendations across the business, as well as direct media planning support for each shopping […]

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney
  • Advertising

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney

DDB Australia has announced the appointment of former One Green Bean CEO Carl Ratcliff as chief strategy officer of DDB Sydney. Ratcliff’s appointment comes just over two weeks after it was announced that Claire Salvetti would replace him as CEO of One Green Bean. Ratcliff has more than 20 years’ experience in the world of building brands […]

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]