An Ontario-based creative initiative aligned with the Movember Foundation that aims to challenge traditional perceptions of masculinity, encourage community involvement, and healthy living in youth using compelling videos.

WHAT

To develop a strategy for measuring the impact of the videos in closed-group settings allowing for more targeted impact of future video endeavours and compelling data for funding opportunities.

HOW

Initially, a thorough analysis of existing metrics and strategies for defining video impact was completed as well as an overview of strategically-aligned media campaigns. We developed a strategy for both online and focus group settings that uses surveys, dialogue and positive association to assess the impact for youth on three pillars: health, community and masculinity.

IMPACT

A holistic impact measurement strategy including an analysis plan and facilitation guide for Omega Access to use online and in their group sessions.