Sydney. October 23, 2023. Global athletic apparel company lululemon has launched its annual “Movement for Change” campaign in support of Movember, via Murmur-Group. In its third consecutive year of partnership, the “Movement for Change” campaign is aimed at raising essential funds and continuing to drive awareness of mental health and the importance of connection and wellbeing.

This year’s “Movement for Change” national campaign is spearheaded by out-of-home (OOH) placements, supported by digital and social elements on owned and paid assets. A unique partnership with News Corp further amplifies the partnership.

Dave Levett, Managing Director of Murmur-Group said lululemon is a brand grounded in mindfulness and connection, and knows these practices has the power to support mental, physical and social well-being.

Levett said: ”We know there is a growing consort of consumers today strongly influenced by brands with purpose – and when a brand is able to amplify its values and purpose to build a deeper connection with, and influence its customers towards behavioural change, then its purpose led marketing has far greater impact. The media strategy is built to engage as many Australians as possible by sharing the message of Movember across the country.”

85 milestone and landmark OOH placements will lead the “Movement for Changes” campaign, supported by more than 400 placements of posters, paste ups and chalk stencils in and around Melbourne’s Movember wellbeing event – an annual activation promoting Movember and lululemon’s “Movement for Change” partnership.

The digital and social campaign – including a 15 sec video – is underpinned by a News Corp partnership which has led to the creation of a new social style asset – “Social Display” – in lieu of a standard Display Ad, the space is used to deliver an Ad that looks like a social post from TikTok or Facebook.