Agency: Al-Futtaim Health

Let's Talk - The Men's Health Movember campaign


Movember month is that time of the year when issues regarding men’s health becomes top of mind.

Most often than not, there’s a perception among men in the UAE, to avoid revealing their most intimate health problems from infertility to incontinence, when compared to women.

This was a key insight for HealthHub Clinics by Al-Futtaim to come up with their #LetsTalk campaign that focused on the key issue of not speaking up.

It led to the realization of the core idea that used the iconic Movember moustache on the Covid mask (to represent mouths being shut) as advertising space to ‘speak up and talk openly’. The campaign was then amplified on social media with doctors and staff donning masks to spread the message.

To spark a social conversation through on-ground activation we collaborated with Marks & Spencer and Kiabi outlets across Dubai, and at Sandro & Aape at Dubai Mall to showcase the posters along with an innovative ‘Movember Moustache mask’ being kept on the mouths of the fashion mannequins in store. The messaging was also displayed at the Imagine Projection show and in-mall screens at Dubai Festival City Mall for added effect.

As partners to men’s health in the UAE, HealthHub Clinics by Al-Futtaim, the #Let’sTalk campaign offers men a free consultation with the best urologists in Dubai, to talk about their issues, while also highlighting the importance of being treated early.

This professional campaign titled '#LetsTalk' was published in United Arab Emirates in November, 2021. It was created for the brand: Al-Futtaim, by ad agency: Al-Futtaim Health. This 360°, Digital, and OOH Outdoor media campaign is related to the Fitness, Health, and Pharmaceutical industries and contains 1 media asset. It was submitted over 1 year ago by Content Head & Senior Creative: Cherry Koshy of Al-Futtaim Health.


Advertising Agency: Al-Futtaim Health (in-house), UAE
Production: In-house
Content Head/ Conceptualiser/ Creative Copywriter: Cherry Koshy
Marketing Director:Bassel Bakkar
Art Directors: Wael Khammash & Rajan Keni
Client Servicing: Jacqueline Joseph
Digital Specialist:Zaki Al Quran



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