Background
Each November, global attention turns to men’s health, as campaigns like Movember and No Shave November encourage open dialogue around topics too often left in the dark, particularly mental health and male suicide.
Amazon wanted to lead by example, launching a challenge that supported its Equity, Diversity & Inclusion (EDI) goals while also giving employees an opportunity to move with meaning, in support of a cause that affects colleagues, families, and communities worldwide.
The Brief
Design a campaign that would:
- Raise awareness around men’s health issues
- Break stigma around discussing mental health
- Encourage proactive wellbeing habits – physical and emotional
- Align with the company’s wider EDI and CSR efforts
Our Approach
We launched “Mo is Calling!”, a month-long, movement-based campaign designed to blend activity, education, and impact:
The Challenge:
Participants were invited to walk or run 60 miles during November, representing the 60 men lost to suicide every hour globally.
The Experience:
As they progressed, users unlocked key milestones tied to:
- Proactive steps for better mental health
- Facts and insights about men’s wellbeing
- Positive habits like journaling, breathwork, and support strategies.
The Cause:
The campaign was purpose-built to honour those affected, while creating space for meaningful conversations — reducing stigma and encouraging empathy.
The Outcome
- Strong participation across genders and roles, creating a culture of collective support
- Boosted daily movement and morale during a typically quieter wellbeing month
- Positive feedback on the balance of cause, activity, and emotional relevance
- Strong internal engagement, with campaign visibility across regional teams
Why It Worked
✅ Purpose-driven – every mile connected to a real-world cause
✅ Inclusive – open to all employees, not just fitness-focused
✅ Supportive – encouraged peer conversations and empathy
✅ Aligned with EDI goals – supported cultural awareness and reduced stigma
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