Magazine article ADWEEK

Father-Son Mustaches to Sprout in 'Movember': The Grow-a-'Stache Charity Raises Multigenerational Awareness and Funds for Prostate Cancer While Taking Aim at Ad Shops Too

Magazine article ADWEEK

Father-Son Mustaches to Sprout in 'Movember': The Grow-a-'Stache Charity Raises Multigenerational Awareness and Funds for Prostate Cancer While Taking Aim at Ad Shops Too

Article excerpt

Fathers, if your normally clean-shaven kid comes home this Thanksgiving sporting a Tom Selleck, don't be alarmed. It's for a good cause.

Nov. 1 kicks off Movember, the monthlong charity drive that encourages men to grow mustaches to raise money and awareness for men's health, especially prostate cancer.

Working with Melbourne, Australia-based creative shop Urchin, Movember is adopting a new motif this year, "Movember & Sons." The goal is to ratchet up cross-generational discussion about the campaign's causes because "Mo Bros," as the campaign's fundraiser participants are called, run the gamut from college kids to "40- to 50-year-old men," said Movember co-founder and CEO Adam Garone, and organizers want them to have the "knowledge and the confidence and the reason" to have a discussion with their dad about their health.

Organizers also try to boost enthusiasm by staging low-stakes competitions in specific industries. This year's contest is an "Agency Challenge" aimed at getting marketing shops involved. The prize: "Bragging rights," laughed Garone, and "a title fighting belt or something like that."

In other words, grab your beard trimmers admen and maybe you can hang that trophy above your Cannes hardware.

Launched in 2003 among 30 guys in Australia, Movember has since grown into a global fundraising blitz, netting $299 million so far. In 2011 alone, an estimated 855,000 grassroots activists hauled in $126 million. And if the momentum holds, 2012's push should draw from some 1. …

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