Case Study Time: Mental Health Copywriting for Movember

Mental Health Copywriting for Movember

My time as an Agency Freelance Writer For Movember (Ntegrity)

In 2020/2021, I did quite a bit of freelance copywriting work with the amazing Melbourne agency ntegrity. I’ve always been a fan of how Richenda Vermeulen operates the agency, which has positioned itself as the go-to digital agency for nonprofits. 

The bonus of this is that everything I worked on was packed with purpose and felt SO good to do.

I created: 

• Email sequences for OCRF (Ovarian Cancer Research Foundation)

• Social media ads for Wise Employment

• A social media strategy for Australians Together

• A website audit for Beyond Blue’s Be You website

All of these projects were so fun and fulfilling! But one client project stood out in particular… 

Copywriting for Mental Health: Movember

As you’ve probably noticed, lots of men grow their moustaches out in November to raise funds for Movember (see what they did there?), which advocates for men’s mental health.

Now, I write a lot about motherhood, gender equality and inclusion, and women-centric topics like that, but I really believe that men need support with mental health. Yeah they generally have higher pay packages, greater opportunities, and more impressive physical abilities – but they also deal with toxic masculinity, a severe communication ability deficit (no offence guys), and unhealthy expectations of their emotional capacity.

Movember Family Man

I was tasked with writing a suite of SEO articles for the Family Man website.

What is Family Man, you ask?

Movember launched Family Man to improve the confidence and mental health of dads. It’s an interactive parenting video series that's expert-backed and funded by Movember.

As a new parent myself, I learned SO much writing about children’s behaviour and how to take care of yourself in the process. It was all based on behaviour research, search data, and if I’m honest…. A bit of personal experience too.

Here are some of the pieces I wrote:

1. How to help a child with anxiety

2. How to discipline your kids

3. Managing mealtimes with kids

4. Encouraging good behaviour in kids

5. Helping kids manage worry and low mood

6. Good sleep habits for children

7. Managing sibling conflict

8. Improving social skills in children

9. Dealing with tantrums

10. Potty training: Tips for parents

11. Healthy screen time for kids

12. Co-parenting for separated and divorced parents

13. Quality time and play with kids

An example of my copy:

Movember Conversations

I also wrote some pieces for the Movember Conversations website as well. I found it SO timely in the midst of the coronavirus pandemic and Melbourne’s endless lockdowns (ugh). A time when initiating conversations about mental health was more important than ever.

I love the educational aspect of this website, and how you can have an interactive conversation in chatbot-style to practice responding to men who are down in the dumps.

Here are a few of the pieces I wrote:

1. How to help men avoid burnout

2. Supporting someone through unemployment

3. Why work-life balance is important for men

4. How to help someone withdrawing from friends and family

5. Helping a new dad

6. How to help dads showing signs of depression

7. How to support your friend through a crisis

8. How to help a friend who is unmotivated

9. Helping build self esteem after a job loss

10. Knowing the signs of depression in men (and how to help)

An example of my copy:

So was my Movember work any good? Here’s a little #notsohumblebrag to answer that question:

Movember copywriting feedback

I’d LOVE to get more work in the mental health space, so if you need an experienced mental health copywriter I’m your gal! Please reach out and let’s discuss your project/needs.

(*I’ll consider pro bono or discounted rates for mental health work, too.)