Movember Foundation and Grill’d encourage men to catch up with a mate on May 8

The Movember Foundation has unveiled a new campaign targeting mental health that encourages men to nominate May 8 as the date to catch up with a mate.mayeight logo

Developed by Cummins & Partners Sydney, the latest initiative ‘May Eight!!’ – pronounced ‘Maaate’ – is designed to inspire men to reach out to their friends to organise a catch up, giving those who may feel isolated or who are at risk of depression and suicide to engage and reconnect.

“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 thirties,” Paul Villanti, Movember Foundation executive director, said.

“There’s good evidence that, for men, maintaining social connections is an important protector against mental health problems.”

Grilld logoThe event, which will take place on May 8, is supported by restaurant company Grill’d who will offer 2-for-1 burgers across its locations. The offer will stand for those who bring a mate with them to Grill’d and say the words ‘MAYEIGHT!!’ to the person taking the order.

“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!!,” Adam Ferrier, chief strategy officer and consumer psychologist at Cummins & Partners.

Hoping to make the date a significant engagement platform for the foundation, Tom Martin, executive creative director at Cummins & Partners said “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.”

Zoe Samios


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

Amy Smith – Marketing & Brand Director
Ingrid Kelly – Brand Activation & Promotions Manager
Nik Burton – Digital Marketing Manager


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