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Press Release: Movember selects Younger Lives as global behaviour change partner

Health and happiness behaviour change experts Younger Lives has been brought in by global men’s health charity The Movember Foundation as their health promotion and behaviour change partner.

The Movember Foundation have a vision to have an everlasting impact on Men’s Health. A key part of this strategy is to make sure as many men as possible have access to the tools and resources to make the right health behaviour choices to ensure they live a long, happy and healthy life.

Specifically, Younger Lives will be working in partnership with The Movember Foundation to develop their health promotion evaluation framework. This work will evaluate the impact of their different health promotion activities on men’s social and individual health behaviours to ensure measurable delivery against their vision.

Younger Lives’ co-founder Dr Holly Whelan says: “We’re really excited to be working with The Movember Foundation. They have already achieved so much, and are the largest single non-government funder of prostate cancer research in the world. We will work together to further understand what drives men to change their health behaviours and take action when they need it. This will help define a new behaviour change framework that can then be used to inform future health campaigns, and help achieve maximum global impact for years to come.”

From humble beginnings back in 2003 the Movember movement has grown to be a truly global one, inspiring support from over 5 million Mo Bros and Mo Sistas.

In 2016 the organisation had 325,000 Mo Bros and Mo Sistas, 1,175,000 donors, worked in 21 countries and raised AUS $80 million (£45 million) for men’s health. Movember focuses on men’s health with focus on key cause area’s of prostate cancer, testicular cancer, and mental health and suicide prevention.

Younger Lives’ co-founder Dr Mark Cobain explains: “The norms around masculinity may well be getting in the way of help seeking behaviour - whether that’s going to the doctor to check up on a problem, taking control of your health, making lifestyle changes or just talking with friends and valuing their support. With both of us being parents of boys approaching their teens, Holly and I know this is something we can’t afford to ignore. This project is exactly what Younger Lives aspires to - positive, measurable, and therefore real, impact - with the ability to reach millions of people around the world.”

Sarah Coghlan, Global Director of Men's Health Promotion at Movember, says: “The Movember Foundation have played a significant role in highlighting men’s health around the world since 2003. Using a simple, fun idea we have seen a movement grow into a global brand driving real change for men. After an extensive global search, and with the support of an independent panel of experts, we are excited to move our health promotion work forward into this next phase with the Younger Lives Team.”

Younger Lives is an expert behaviour change business that offers both consultancy and specialist ‘age-based’ programs. They work with range of clients, including insurers, consumer goods companies, NHS hospitals and charities around the world.


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