The fund-raising phenomenon that is Movember has added publishing giants Pacific Magazines and NewsLifeMedia to the cause of highlighting men's health this month.
Men’s Health (Pacific Magazines) and GQ Australia (NewsLifeMedia) will battle it out in a ‘Mo-war’, with the shared aim of raising vital research and support funds for prostate cancer, testicular cancer and male mental health.
"The ‘Mo-Down’ campaign is a first of its kind, uniting the country’s leading magazine publishers in the name of charity,” said Magazine Publishers Australia (MPA) executive director Robin Parkes.
"We wish both magazines the best of luck – and may the best Mo win!," she added.
Adding spice to the challenge is that the ultimate victors – as judged by an official Movember team of experts – will receive a full-page ad in the rival's publication.
The magazines will be using the hashtags #magsmoveme, #modown and #movember throughout November, with the campaign driven by social media, PR and online support.
Readers will be encouraged to back their favourite magazine by joining in and growing a Mo, or donating money directly to the cause.
The teams will be judged on multiple criteria, including social media interaction (most likes and shares), funds raised and most creative Mo, with special awards also given for the most stylish, extravagant and longest Mo. The winner will be announced on 2 December, 2013.