Australia – Men’s health platform Mosh is calling on Australian men to stop ignoring their health issues through a playful campaign by creative agency Sunday Gravy. Focusing on a man named Derek, the campaign film adopts a surreal approach to highlight the health problems many men face.
From seeing overweight versions of himself eating at a table to confronting a room full of balding Derek clones, the aim of the advert is to draw attention to the fact that too many men sweep their problems under the rug. In this way, Mosh communicates the idea that its services are available to help men confront their health concerns – from sexual wellbeing to mental health – in an easy and accessible way. Josh Dorevitch, brand and communications lead at Mosh, says: ‘Knowing that most blokes can be guilty of sweeping their health under the rug, we wanted to highlight this behaviour in a memorable way that gets men to take action.’
Here, Mosh demonstrates the need for Modern Male Medicare brands to continue destigmatising men’s health problems.
Strategic opportunity
Brands should take cues from this playful and open approach, and similarly ensure that men are being targeted in relevant and appropriate ways
