The Simple Brilliance Of Movember: Atomic 212 Business Director
In this guest post, Ashleigh Hall, Atomic Group Business Director, explores the simplicity and strength of Movember via user-generated content and a defined target demographic with serious crossover appeal.
It’s that time of the year again, when your social media feeds are flooded by people growing all manner of moustaches – from glorious, three-day handlebars to an all-month effort that results in a few wispy blonde follicles on an upper lip, which your great aunt Agnes can outgrow.
November has rolled around, and 13 years after two mates in a pub in Melbourne had an idea, the entire month has been rebranded as Movember.
And not just in Australia – as of 2015, the Aussie charity has found serious legs in Austria, Belgium, Canada, Czech Republic, Denmark, Finland, France, Hong Kong, Germany, Ireland, Netherlands, New Zealand, Norway, Singapore, South Africa, Spain, Sweden, Switzerland, UK and USA.
Since that first month of facial hair-inspired awareness, Movember 5,232,625 Mo Bros and Mo Sistas have raised AUD $770 million and funded 1200 men’s health projects.
Their work has saved countless lives and helped to seriously kick-start the conversation around men’s health, but has managed to do so because of brilliant marketing.
A simple idea
According to the official Movember history, a discussion over recurring fashion trends and the lack of moustaches about (America may have Tom Selleck, but Australia gave the world Merv Hughes, David Boon and Chopper Reid) led to the first Movember.
As for the charity aspect? “Inspired by a friend’s mother who was fundraising for breast cancer, they decided to make the campaign about men’s health and prostate cancer.”
It was a gap in the market – while the whole ‘wear pink for breast cancer’ trend was rising in 2003, it had been difficult to find a similarly simple and yet effective way of both raising money and awareness for prostate cancer, which remains one of the disease’s most prevalent forms of cancer (in fact, according to recent statistics from the Australian government, prostate was “the most commonly diagnosed cancer in Australia in 2012”).
Know a simple yet effective way of raising money and awareness? Growing a moustache. It’s something any bloke who’s gone through adolescence can do – and, in fact, it’s often a case of the sadder the attempt, the higher the embarrassment for the grower, and therefore the more money raised.
And since moustaches were and are (ironic hipsters aside) largely out of fashion, it leads to the inevitable question, “What’s with the mo?” This is a highly organic and non-intrusive means of spreading awareness.
And, as co-creator Adam Garone said in his 2012 Ted Talk, “those conversations, getting men engaged in this, at whatever age, is so critically important, and in my view so much more important than the funds we raise.”
Awesome user-generated content
Like so many companies and ideas that have achieved a meteoric rise since the turn of the millennium, Movember’s success has largely coincided with that of social media.
In December 2013, Sysomos found “Movember was mentioned in social channels over 1.1 million times. Mentions of Movember came up in 13,266 blog posts, 11,076 online news articles, 11,278 forum postings and 1.161,236 tweets.” They also found 914,014 pictures on Instagram tagged #Movember.
Meanwhile, stats from Topsy showed 1.5 million Movember tweets that year, with 790,000 coming from the marketing Mecca that is the United States.
It’s as simple as this really: there’s something very shareable about a picture of a man and his moustache – probably because most people look a bit daft but they’re having fun for a good cause.
And, of course, there’s about a million different puns and spins to be made from ‘Mo’, ‘moustache’ and ‘stache’, which definitely helps.
A defined target demographic with serious crossover appeal
Growing a moustache for charity is the kind of idea that has most appeal for young men, aged 18 to 35 or so. Much younger and simple hormones mean they’re not really in a position to participate, while blokes in the older range are more likely to remember Dennis Lillee in his prime, and therefore have maintained a well-cultivated ‘tache since the’ 70s.
This well-defined target demographic of young men saw Movember attract Foster’s as their initial sponsor, with razor company Schick joining the party soon after.
In the US they have picked up deals with Jeep and Jameson, the UK got Gillette on board, while the Canadian team are partnered with Xbox.
They’re all very defined, blokey products, who would be more than happy to lend their financial and brand clout to this global cause.
But Movember has gone beyond being just a movement for young men, firstly by making a big push to include the Mo Sistas, and now introducing the ‘Move Challenge’, so anyone can help raise money for the charity, regardless of their age or gender. Naturally, the images used on the Move Challenge page are predominantly of women getting active.
And it makes sense – just as men are willing to put on a pink shirt in aid of breast cancer awareness, so too are women keen to raise money and the discussion surrounding men’s health.
Finally, the other way of getting involved is by holding an event, and it’s this final aspect that really emphasises how Movember has managed to become so globally successful: at the end of the month, you have a party and awards are given for the best and worst moustaches.
Rather than dwell on disease and death, Movember is a celebration of life.
Latest News
Howatson+Company Acquires Akkomplice
Coinciding with the 10th anniversary of the agency, Akkomplice has joined Howatson+Company. Akkomplice was founded in Melbourne by Kenny Hill in 2014 after leadership roles with JWT, DDB and M&C Saatchi. Since then, the independent creative agency has worked with leading brands, including Kellogg’s, Darrell Lea, Mercedes-Benz, Sirena, Slater & Gordon, Pringles, Choice Hotels, Wesfarmers […]
Google Delays Third-Party Cookie Deprecation Again
Google has announced that it will be delaying the end of third-party cookies on Chrome potentially into 2025. Google said that there were “ongoing challenges” with the deprecation plans, related to “reconciling divergent feedback from the industry, regulators and developers.” It had been planned to finally kill the cookie in the “second half of Q4” […]
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Marketing advisory, strategy, and analytics company Forethought have revealed that only 3.3 per cent of Australians ranked education as the top priority for the Federal budget, falling well behind areas such as cost of living (53 per cent), healthcare (13 per cent), and housing (13 per cent). When it comes to education in particular, universities […]
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
Charity organisation Cancer Chicks has launched a powerful new brand platform and campaign, FUCC It, empowering young women living with cancer and gathering support from everyday Australians. “FUCC It”, developed via an integrated partnership between Initiative IMPACT and MBCS, aims to become a cultural catchcry to empower young women not to let cancer, severe chronic […]
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.