Helping Movember go where young men are
Market Analysis
Go-to-market Strategy
CLIENT
Movember
LOCATION
Australia, Canada, New Zealand, USA and Ireland
TEAM
Chief Design Officer, Lead Business Designer, Visual Designer
Fuelled by a desire to ‘go to where young men are’ Movember developed Ahead of the Game, a youth mental health program. The program teaches players, parents, coaches and volunteers to understand mental health, build mental fitness and strengthen resilience.
With program efficacy proven, the team at Movember wanted to understand how to maximise its impact by effectively scaling through the Australian sports system.
Insight Services
Market analysis
Design Services
Go-to-market strategy
Business Design
Understanding the local sport system
With a proven program in place the team at Movember knew they were on to a winner. They charged us with finding the most suitable partners to scale the program for maximum impact, fast.
We undertook a process of reviewing the Australian sports eco-system through a number of lenses to help identify not only which potential partners would provide Movember with maximum reach in the target market, but also who was most suitable to help implement and scale an effective program.
After a rigorous review process, Australian rules football and the AFL were identified as the optimal sports partner for Movember and Ahead of the Game.
Opportunity to action
After recommending Movember move forward with AFL, we then helped broker the relationship between the two organisations. Once the partnership was in place we set to work on co-designing the go-to-market strategy with AFL and Movember.
The program is currently being rolled out throughout Australia during the 2023 football season.
Kinlab have been instrumental to the success of the partnership between AFL and Movember.
Rachel Carr
Country Director - Australia (Asia Pacific), Movember
The Outcomes
The program is currently being rolled out throughout Australia during the 2023 football season and Movember is working with the NHL (Canada), New Zealand Rugby and Gaelic Athletic Association (GAA) in Ireland.
Milestones
Developed a partner evaluation process and framework that has been used across the world by the team at Movember.
Assisted Movember to identify and implement the Ahead of the Game program with market leaders in Australia, Canada, New Zealand and Ireland.
Delivered
Partner evaluation framework
Ahead of the Game local market assessments – Australia, New Zealand, Canada, Ireland, United States
Go-to-market strategy, implementation partner principles and framework - Australia
Let's innovate the future of sport
Let's innovate the future of sport
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