Media & BroadcastMovember & JOE Media × Lee Keegan — Men's Health Campaign
Movember and JOE Media partnered with Lee Keegan on athlete-led video content encouraging open and honest conversations among men in Ireland. ->.
Overview
The campaign
Movember and JOE Media used Sport Endorse to activate Irish sports star Lee Keegan for a 2022 content campaign encouraging men to speak more openly and honestly. The project combined location planning, professionally produced video, a structured review process and athlete-led social support around the campaign launch.
The challenge
Movember and JOE Media wanted to create a campaign that could encourage men in Ireland to have more open and honest conversations. The subject required a sports personality with credibility, emotional maturity and sufficient public recognition to make the message feel relevant rather than instructional. The talent also needed to work comfortably within a professionally produced editorial format and support the finished content through his own audience.
The campaign therefore depended on more than visibility. It required an athlete who could help create a respectful setting for a sensitive conversation, while fitting the tone and production expectations of two established campaign partners. Location and scheduling also had to be practical for the participants. Internal correspondence shows that the team considered options in County Mayo, including Croagh Patrick near Westport and Nephin in the Ballina area, while trying to reduce unnecessary travel.
The Sport Endorse solution
Sport Endorse connected the project with Lee Keegan and supported coordination between the athlete, Movember and JOE Media. Keegan brought strong recognition within Irish sport and a grounded public profile suited to a campaign based on honesty and conversation. The internal Deal, titled 'Movember Lee Keegan', was created on 28 September 2022 and closed on 3 November 2022 as an Opportunity Completed, with Trevor Twamley recorded as Deal owner.
The collaboration was developed as a produced video project rather than a simple endorsement post. Internal emails reference the 'Movember X JOE Project', location planning, proposed production dates and the practical work required to bring the participants together. The team assessed suitable Mayo locations and coordinated the production around availability, accessibility and the need to create a natural environment for the conversation.
After filming, the video entered a formal review workflow. A Frame.io link was used to share the edit, collect feedback and manage revisions before publication. The activity record confirms that the content was watched, corrected and updated ahead of launch. The main release was planned for a Monday morning, with Lee expected to reinforce the campaign through a post on his own social channel and further media support scheduled after publication.
Athlete fit
Lee Keegan was a strong fit because he combined national sporting recognition with a direct, relatable public presence. As an elite Gaelic football figure, he could reach audiences for whom messages delivered through traditional health or charity communications might feel distant. His involvement gave the campaign a familiar Irish sporting voice without turning the topic into a conventional product promotion.
The partnership also matched the campaign's need for authenticity. The content focused on conversation, not athletic performance statistics, and Keegan's role was to help make openness feel credible and socially acceptable. His ability to participate in a produced discussion and then support the release through his own social presence created a useful bridge between editorial storytelling, athlete influence and public-awareness communication.
Deliverables
- The verified records confirm the following campaign structure and deliverables:
- One athlete partnership activated with Irish sports star Lee Keegan.
- One professionally produced video campaign developed for Movember and JOE Media.
- Production planning covering participant travel, scheduling and suitable County Mayo locations.
- A structured post-production review completed through Frame.io, including feedback and revisions.
- A coordinated publication plan for the main campaign content.
- Athlete-led launch support planned through a post on Lee Keegan's own social channel, followed by additional social and media amplification.
Results
The verified evidence confirms one activated athlete, two campaign partners and a completed 2022 Deal spanning 36 days from creation to close. It also records two Mayo location options considered, one formal video-review workflow and one athlete-owned launch post requested. Reach, views, engagement and downstream campaign outcomes were not preserved in the reviewed records.
“No verbatim client testimonial was preserved in the HubSpot activity reviewed. The strongest verified trust signals are the completed opportunity, the collaborative review of the video and the coordinated publication plan involving the athlete, Movember and JOE Media. 1 recognised Irish athlete -> 1 produced conversation-led campaign -> coordinated social support for a national men's health message.”—
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