“Movember” Grows

The gold standard by which charities are measured these days remains the pink campaigns of Breast Cancer Awareness month, led by the yeoman work of Susan G. Komen, even with its issues last year. However as we reach mid-November, it is worth a tip of the hat to the growing work for the “Movember” campaign, which supports cancer that strikes men, especially prostate cancer and early detection.

The theme for “Movember” is to get primarily men (although women can help out with a fake one) to grow a mustache or not shave for the 30 days of the month, and then gain dollars through pledges for growing their ‘stache.  Given what we have seen with the Boston Red Sox and their epic beard growth (and subsequent sponsored shaving by Gillette), mustache growth is a natural follow-up as we transition into winter sports.

Major League Soccer has gone on board in a big way with Movember, with clubs throughout the League growing ‘Mo’s (moustaches).  Players, supporters, staff and partners are clean-shaven on November 1st and grow their moustaches throughout the month. Participants document  progress on their ‘MoSpace pages as part of the MLS Movember Network, on the Movember website. Women participated by becoming ‘Mo Sistas’ and created their own ‘MoSpaces to support the men they love.

In 2011, the first year of a League-wide Movember campaign, players, supporters and staff throughout the League joined together to raise approximately $45,000. In 2012, we raised $57,000 to support Movember.

The NHL has also been a long supporter, following on their yearly ritual of not shaving during the playoffs. The Washington Capitals Karl Alzner, the Canucks Roberto Luongo and a wide-ranging group from Maple Leaf Sports and Entertainment have all signed on for 2013.

Now “Movember” has its shortcomings; guys have to look a little unkempt in a month not known for vacations, and it is not as easy to activate such a program as it is with a “Wear Pink” campaign. Also other sports, especially Major League Baseball, do activate against prostate cancer with blue bats and other events around Father’s Day each year. Still “Movember” continues to have a great upside, with the potential of thousands of fake ‘staches being given out at games during the month, maybe even tied to Coaches vs. Cancer events in college hoops. The fake handouts are low cost and would make for great digital integration and TV. Still it does cost money to engage nationally or internationally, and the campaign is growing now with the NHL assisting. It is a fun and noteworthy push for awareness, one which hopefully can continue to gain steam in the coming years for a very noble cause or series of causes.