What We Did

In addition to launching Vive to local and state-wide media, and forming lasting contra relationships with Northern Beaches local influencer talent, Stark Raven worked with Vive to come up with “Brolates” – male only classes for the month of November to promote men’s health and raise funds for Movember. For every class attended by a male during November, Vive would donate $1 to the Foundation. Any tagged social media posts would also attract another $1 donation during the month.

The concept was also about challenging ideas around anything being “just for girls” – including talking about your mental health, getting your prostate checked and generally acting upon health issues early instead of “toughing it out.’

We arranged a celebrity-laden launch class featuring sports stars, influencers and TV personalities to attract media attention.  T shirts were made saying “Real Men Do Pilates” and members were invited to “bring a  bro” to try a class for free.

Memorable Moments

• Our 6 month campaign generated 44 pieces of earned coverage across traditional and social media, amassing a reach of 18 million

• Despite Vive Active having only a single Sydney location, we secured broader coverage in the likes of The Daily Telegraph, Men's Health, Elle, the Sydney Morning Herald and 2UE.

• Multiple contra alignments were established with local content creators to generate earned content in return for membership.

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