The Movember moustache-growing campaign for men’s health

This video shows exactly why this campaign is so great. Yes it raises a lot of money, but just as importantly it raises a lot of awareness. And the information is presented beautifully.  (If you experience problems with the video, you can also watch it on YouTube)

Mo Sistas at SOFII’s first IWITOT event. From left, Kathy Allen, Margaux Smith and Amy Oberhaltzer.

 

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SOFII's view

Medium of communication:

Online.

Type of charity:

Healthcare, research & policy development.

Target audience:

Awareness, single gift.

Country of origin:

Australia.

Creator/originator:

Movember

Name of exhibitor:

Christiana Stergiou

Date of first appearance:

November, 2003.

Summary/objectives:

Movember is a charitable foundation that runs a moustache-growing event and other events each year to raise awareness of, and funds for, men’s health. However, Movember does not provide men’s health services directly. It gives most of the funds it raises to nonprofits that provide men’s health services, such the different prostate cancer charities around the world. 

Background:

At the start of Movember, men, called Mo Bros, register with clean-shaven faces and have the remainder of the month to grow their moustache. During Movember, the Mo Bros raise money to benefit men’s health. They run their own events, or simply ask family, friends and work colleagues to sponsor them. Movember culminates at the end of the month with gala parties, where moustachioed men can compete to be the man of Movember.

Special Characteristics:

Movember has well-targeted branding and messaging. And the messages are single-minded when it comes to men’s health. Movember is an online event. All resources and support materials are available online, and the donations are made online. It’s easy and fun to become a Mo Bro, and it’s equally as easy for a Mo Bro’s family, friends and colleagues to sponsor him. Furthermore, Movember has built an online community of men who are learning about their health, talking about it and raising money for it. And they can show they are doing that just by walking down the street flaunting their mo.

Influence/Impact:

Fun and irreverence have helped make Movember so successful. Each of Movember’s participants is a walking billboard for men’s health. According to Movember’s research, it’s feasible, that during the 2010 campaign, the 448,000 global participants personally informed over 27 million people about Movember and its key health messages. This isn’t taking into account the number of people they would have reached with messages sent via e-mail, or posted on Facebook and Twitter. 

Costs:

Results:

Movember started off small in Australia. In it’s first year, and with only 30 participants, Movember raised no money. In its second year, with only 450 participants, Movember raised only $55,000. By 2010 1.3 million had been raised globally, there were 1.1 million registrants and formal campaigns in Australia, New Zealand, the USA, Canada, the UK, South Africa, Ireland, Finland, the Netherlands, Spain, Denmark, Norway, Belgium and the Czech Republic.

Merits:

Rarely do new organisations or events build a supporter base that is comprised of those they are trying to help (the beneficiaries of the cause – men). Movember is raising millions of dollars for men’s health from men, and teaching them about men’s health issues along the way. This is money that would not have otherwise been raised for men’s health. Movember is growing the men’s health funding pie, simply by encouraging men to grow a mo.