Movember has launched ‘Shit Mo’s Save Lives’, a new anthem created by Movember Creative Studio, that encourages folically-challenged men to embrace their unremarkable moustaches for a good cause.
Movember’s initiative, growing a moustache for 30 days, enters its 21st year. The funds raised during the hairy month support research and health projects that help men live healthier, longer lives.
Previously, the participating men have been judged by friends and family on the standard of a thick, luscious moustache. This campaign aims to challenge this standard by embracing wispy, scraggly, and even microscopic moustaches.
“What struck me immediately about the Movember moustache-growing movement is that it is led not so much by Movember themselves, but by a groundswell of people who care about the future of men’s health. User-generated content makes the campaign successful and by arming our many Mo’s with an anthem to soundtrack their own content, we’ll help tie this hairy season together,” said Josh Mann, Movember’s acting head of creative.
“The reality is even the best Mo growers have a shit Mo after one week of growth, so we felt this song could resonate with any man. And if it encourages anyone who’s been too ashamed of their shit Mo to give Movember a go – well, that’s a huge win for men’s health,” added Mann.
“By putting the spotlight on the everyday, less glamorous moustaches, we’re emphasising Movember’s inclusivity. You don’t need a movie-star moustache to be a hero in the fight for better men’s health, unapologetically shit moustaches are just as valuable in this movement. Movember has always been for everyone – after all, men’s health doesn’t just affect men, it impacts us all,” said Hugh Miller, global director of brand & content.
The campaign is built around the ‘Shit Mo’s Save Lives’ anthem, which is available to stream on Spotify, and for use across social media content generated by Movember participants during the month. It will be backed by a suite of content, including film clips built for social media and influencer and ambassador collaborations.
Credits:
Acting head of creative, Movember: Josh Mann
Senior creative producer, Movember: Thomas Pike
Head of studio, Movember: Thomas Walters
Global director of brand and content, Movember: Hugh Miller
Director: Steve Packer
Producer: Lawrence Phelan
Casting: Mark Day
Cinematographer: Alexander Naughton
1st AC: Bailey Quinn
Gaffer: Corey Clement
Best person: Luca Muscato
HAMU: Isobel Boekeman
Production designer: Sam Pearce
Runner: Flynn Mazza
Editor: Steve Packer
Colorist: Nicholas Hower/PostLab
Production company: Recliner
