Love it or cringe at it, the month of mos is creeping up on us once again – and so a new campaign to kick off the annual Movember has been launched.
Generation Moustache, or Gen Mo, is the concept designed to rally the troops to join the fight for men’s health and to grow – or support the growth of – a moustache.
Melbourne agency Urchin Associates is responsible for the creative for the campaign.
Travis Garone, from Urchin, said: “The Movember movement stands for change and the idea behind Generation Moustache is to capture the spirit and commitment the Movember community has to changing the face of men’s health.
“This year, we are asking people to crank up the volume, make some noise and fly the flag for men’s health by fighting the good fight. I like to think of Gen Mo as positive revolutionaries.”
The campaign creative will be rolled out across movember.com as well as on billboards, social and traditional media.
Movember was conceived in Melbourne in 2003, when 30 moustaches were grown. Last year, more than one million moustaches were grown around the world.