Against a backdrop of rising alarm about online men and masculinity influencers perpetuating dangerous ideologies and promoting risky behaviours, The Good Side worked with Movember Foundation to understand potential issues and impacts through the eyes of young men. 

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This multi-stranded project combined steering committees, mobile diaries, semiotic analysis, expert interviews, anonymous Discord groups, peer-led research, and large quant surveys. By identifying key challenges and opportunities for narrative change, convening a range of organisations from the private, public and non-profit sectors, we co-developed a high level strategic concept for further investment, advocacy and intervention design.

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Our work triggered a £6.5m commitment from Movember to deliver a harm reduction plan in 2025, inspired and convened a Community of Practice including brands, media organisations, funders and practitioners seeking to drive change, and helped Movember Foundation attract further funding and activation partners for future impact work.