Movember: The Social Media Success in Numbers

By Vee Tardrew - November 01, 2012

The Struto Mo Bro's and Sista keeping it 'not-so-clean'. From left Jon, Vee, Grant, Carlo and Stefan forging ahead in the effort to have an everlasting impact on men's health.  Show your Mo-ppreciation and donate on our team page.

Struto-Movember-Blog-3-1

As we move into the last stretch of Movember I thought it would be interesting to look back on results of the 2012 campaign that had 1,127,152 Mo Bro's and Mo Sistas (a 32% increase from 2011) participating in 21 different countries.

Mobile Optimised Platforms

Movember’s technology platform includes the website at Movember.com, a version of the website optimised for mobile devices and mobile applications. Collectively these platforms had 7,405,220 unique visitors at an average 4:10 minutes visit length.

The Importance of Social Media

Social change comes about as a result of powerful and personal story telling and this is where social media plays an important role in Movember fulfilling its objectives. Through the sharing of photos, videos, thoughts and
experiences, the Movember community is spreading the Movember message and in doing so is changing the actions and attitudes of society.

On Twitter, the #Movember hashtag was a global trender with 2,748,930 mentions in the November 2012 period contributing to a 102,097 strong following. Considering the more visual appeal of Facebook its unsurprising that their fan base on that plaform grew to 392,275 during the campaign. 

The Results 

Research shows that Movember is speaking to an engaged and highly influential group and as a result has a significant impact on health related behaviours of its participants. Key global research finds:

  • 71% of participants talked about men’s health
  • 68% educated themselves on health risks they face
  • 84% of participants convinced others to take action
  • 1 in 5 participants went to see a doctor specifically because of Movember

As a result of the 2012 campaign, an estimated 2.72 billion conversations, both online and face-to-face, were had by the Movember community. 3,906,000 individual donations amounting to £88.2 million (AUS$141.5 million) being raised for their beneficiaries. 

Impressive Movember, impressive!!

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