As the calendar turns from the mega-awareness month for Breast Cancer and the amazing viral phenomenon of the Ice Bucket Challenge for ALS in the past, we can applaud the work the ever-growing (no pun intended) groups for Movember are doing specially tied to Prostate and Testicular Cancer Awareness. Since 2003, the Movember Foundation has raised more than $6 50 million and funded more than 1,000 world class programs in 21 countries.
Originally launched in Australia, the original 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 the always intriguing Beard-A-Thons that happen in the spring, and around the MLB post-season, Movember has been a natural fit, and even with a change this year to getting people more active for 30 days to raise awareness for the cause, the push is just as vibrant.
This year the push is more social and more younger skewing than perhaps in previous years, using less celebrity and athlete endorsement and more of a push to the grassroots with lifestyle brands and with properties geared more towards young males, and females than before.
In past years Major League Soccer was on board in a big way with Movember, with clubs throughout the League growing ‘Mo’s (moustaches). Players, supporters, staff and partners were clean-shaven on November 1st and grew their moustaches throughout the month. Participants documented 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.
The NHL has also been a long supporter, following on their yearly ritual of not shaving during the playoffs. Players like the Washington Capitals Karl Alzner, the then-Canucks goalie Roberto Luongo and a wide-ranging group from Maple Leaf Sports and Entertainment all signed on for 2013. In 2014, Adidas came on, and through the NFL ties enlisted the support of Washington Redskins quarterback Robert Griffin III, wide receiver Vincent Jackson (Tampa Bay Buccaneers), linebacker Von Miller (Denver Broncos) and wide receiver Sammy Watkins (Buffalo Bills) to join in and encourage others to do the same. In the UK, Mitre and the Football League have teamed up to support the Movember charity campaign, turning out their new ball with a “Mo” all of its own. The new ball was provided to all 72 Football League clubs for their first matches of Movember and featured in the 34 Sky Bet Football League matches. McLaren Formula One drivers, as well as all 12 English Premiership Rugby clubs also joined in, and brands like Gillette, Toms and Playstation had been key parts of the expanded call to action.
Thus far as the month kicks off, the support is different, with less athlete buzz and more consumer call to action. Adidas has designed a line of Movember graphic tees for Movember teams across the country looking for an additional way to support the cause. Adidas has also created a limited edition Movember hoodie and 5-panel cap. Ten percent of the proceeds generated from the sale price of these items will go directly back to the Movember Foundation in an effort to continue to change the face of men’s health. The co-branded Movember gear will be available starting in October online at adidas.com and in select adidas retail stores.
French’s Mustard and VISA Checkout are new and returning sponsor Harry’s us back, with 2015 supporting partners Barbasol, Birchbox Man, College Humor, Jameson Black Barrel, Progressive, and SKYN Condoms. Amazon Prime, Chrome Industries , Craftsman, RPM Fitness, Sonos , The Giving Keys and Wanderlust have signed on as promotional partners making the activations wider than in past years at the consumer level.
Now “Movember” has some shortcomings still; 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 and a long series of lists that can be generated as more and more athletes don facial hair year-round. 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, but with the increased interest in social media, the campaign and its awareness keeps growing and new partners onboard will amplify the message around the world.
A simple idea gaining steam year over year, with an excellent cause behind it.
