Movember is here and every man who secretly wishes he had a moustache now has the perfect excuse. Movember is an annual event where men grow their moustaches over the month of November to raise awareness for men’s health. Last year 92 million pounds was raised by the 1.1 million people who took part in the event. This was 29% more than in 2011, which in turn was 50% more than 2010
How is Movember charity campaign spreading the word this year?
In the bid to create a ‘Movember Army’, the theme for the Movember campaign this year is ‘Generation Mo’. The campaign’s tone of voice is revolutionary, rebellious and rallying, asking men to sign up and ‘Fight the Good Fight’, ‘Choose your weapon’, and grow a ‘moustache with a cause’. They are also spreading the word by encouraging comradeship, ‘Never leave a moustache behind’, and offering ‘Don’t Mo Alone’ tips on how to enlist your friends and family.
The unity doesn’t stop there; any Mo can join the ‘Mo Clubhouse of Mo Gents United’, take part in the running with wolves inspired ‘Mo run’, or attend a ‘Mo Event’. There are also numerous competitions to encourage creativity and a little friendly rivalry including a ‘country leader board’, top ‘Mo Space’ accounts, the ‘Moscars’ film competition, and ‘Brushes with fame’ looking for the best snapshot of you, your moustache and someone famous. For the first year ever Movember have also launched their own range of official merchandise including a range tees and a Movember DOPP kit. 100% of these proceeds go to fighting the Movember cause – raising awareness for prostate cancer, testicular cancer and men’s mental health.
Who else is getting involved?
Gillette is a major partner of Movember 2013, with their ‘Best a Mo can get’ Marketing and PR campaign, helping to raise vital funds and awareness. The campaign sees Gillette donating £100 for every goal scored by every footballer growing moustaches for Movember to the cause. For a brand linked so closely, not only with facial hair, but also with sport, Gillette’s campaign is a dexterous one. It also encourages footballers to grow their mos and, as role models, encourage their fans to support the campaign.
It’s not only all grooming products though. Carrying on from the Movember rebellion theme, Movember has teamed up with a host of brands such as Becksondergaard, Eleven Paris, Links of London, TOMS, Lucky Sevens and Marshall Amplification. These brand partnerships open the Movember appeal up to even more people, including women, or ‘Sista Mos’.
Ben and Jerry’s too have created the ‘Moustachio’ flavoured ice-cream for one month only to support the cause. British Airways is also supporting Movember with an Embraer aircraft painted with a moustache and a giant moustache on display in the departure lounge at London City for the month-long campaign.
Movember and the media
The month of November sees the men’s media focus on the mo. Be it analysing and supporting the specific PR campaigns above, or featuring the best products to create the perfect Mo. FHM’s December Issue (out in November) for example features ‘The FHM Grooming Awards’ highlighting the best products for ‘barnets and beards’. This provides an excellent opportunity for PRs to provide content in the way of products, and Movember-relevant campaigns.
PR is fundamental to providing content for products and raising awareness of particular campaigns. For more information please get in touch with PHA Media.