German esports organisation Berlin International Gaming (BIG) has launched a men’s health campaign alongside L’Oréal Men Expert and Movember called #GROWBIG.
Aimed at young male audiences associated with the brands, the campaign will focus on mental health as well as prostate cancer and testicular cancer awareness and prevention.
According to a release, the campaign aims to bring these important issues to the forefront of minds whilst also offering crucial information and support. This includes information about prostate cancer which, according to the release, is the most common cancer among men in Germany, where BIG are based.
The campaign will also shine light on testicular cancer as in 2020 Germany saw more than 4,500 cases as well as mental health and suicide. According to the announcement, in Germany, an average of 19 men die by suicide daily.
The campaign goes into these statistics and provides far more, making it an important resource for the industry.
The campaign began on November 1st and is rolling out a series of social media activities across BIG’s channels. The campaign will end with a #GROWBIG charity stream on November 30th whereby BIG streamers and pro players alike will feature on the broadcast and compete against one another in various video games.
Alongside the competition, the stream will take a look into each esports pro’s personal life and has interviews with them about the stresses of competition and mental health challenges.
Daniel Finkler, CEO of BIG, spoke about the campaign: “Our partnership with L’Oréal Men Expert and Movember is a meaningful highlight to end the year. This collaboration not only allows us to raise awareness about men’s health but also to bring these critical messages to our young esports community, which is over 90% male.
“Through the #GROWBIG campaign and the end-of-month live stream, we want to reach all these individuals, share important facts, and promote awareness. We’re proud to be part of this important mission.”
