Movember launches one-day virtual festival with Gen C

7 May 2020

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The MAYEIGHT FESTIVAL will be hosted on Facebook Live for more than 12 hours.

Men's health charity Movember has teamed up with Melbourne-based creative content studio, Gen C to launch MAYEIGHT FESTIVAL, an epic virtual festival of mateship featuring some of Australia's biggest names in music and comedy.

The 12-plus hour Facebook live stream is the full-day festival experience we’ve been missing, with headliners including The Aston Shuffle, Bag Raiders and Hockey Dad, alongside comedians Sam Simmons and Harley Breen.

The event also has a focus on wellbeing, through morning fitness, yoga and meditation sessions, supported by lululemon.

Taking place on Friday May 8, the festival plays a key role in Movember's annual MAYEIGHT campaign which aims to tackle social isolation, strengthen men's support networks and encourage mates to check in with each other.

Movember marketing director Jason Olive says the event comes at an important time, with mates currently unable to catch up in person.

“With physical gatherings off the table, we saw an opportunity to pivot our MAYEIGHT campaign to be bigger and better via a virtual event that gives back to our community at a time when they need it most," Olive says.

“Mateship and fun are the foundation ofMovember's brand. While MAYEIGHT FESTIVAL brings mates together for a good time, it also plays an important role in facilitating important conversations. Through some 'health by stealth' messaging, we’ll be highlighting our new online tool, ‘Movember Conversations’, which is all about giving our community the confidence to support the men in their life.

“Having ample activities on offer within an exciting and inclusive festival format is a nod to the fact that different people are motivated by different things, and it's important that we can appeal to the wide range of personalities that support Movember.

“We’d like to thank the incredible support of media vendors who have helped out and say a massive thankyou to the fantastic artists who put their hands up to be involved with MAYEIGHT FESTIVAL, as it really wouldn't have been possible without their support.”

Melbourne-based creative content studio, Gen C Group has manned the digital creative processes behind MAYEIGHT FESTIVAL.

“Mounting a virtual festival of this scale in collaboration with Movember has been an incredible feat and experience," Gen C executive producer Nicholas Cox says.

"We love when unique challenges drive an innovative response—we're super proud of the result and it truly demonstrates our nimble philosophy of light touch, big impact.”

The first artist announcement includes The Aston Shuffle, Bag Raiders, Set Mo, Close Counters and Hockey Dad, alongside comedians Sam Simmons, Harley Breen, Michael Shafar, Suren Jayemanne and Lauren Edwards.

The festival is hosted by former Goggleboxers’ Adam & Symon and Hit radio duo Tom & Olly.

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