Abstract
Contemporary research indicates hegemonic masculinity negatively impacts on the recognised global male health treatment gap, spurring debate around the promotion of male health conversation. Through a case study, this chapter explores how Movember Australia, a global NPO dedicated to raising awareness of and funds for male health illness, has utilised principles of value co-creation in its online campaign to promote conversation around men's health in Australia. Movember's facilitation of online community conversation, engagement and its utilisation of hegemonic masculinity to promote online male solidarity and resultant health conversation is investigated. Research references previous online male health research indicating effectiveness of three themes for health communication and conversation facilitation: personalisation, environment and trust.
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