Movember: How Mustaches & cultural press Raise Awareness 4 Men’s Health
Name: Movember
Big Idea: Every November, men around the world grow a mustache — a “Mo” — to raise funds & awareness 4 men’s health issues, such as prostate cancer. The global campaign is driven mostly by cultural media, online awareness systems & a mobile app.
Why It’s Working: Individuals grow mustaches & mobilize friends & family to donate online — through a “Mo Space.” Movember dominates cultural press chatter during November, & mentions of “prostate cancer” & “getting checked” increase, indicating that Movember does in reality mobilize men to see a doctor. Aside from encouraging men to be proactive about their health, the 2011 Movember campaign raised more than $14.5 thousand 4 men’s health research.
“We as men don’t feel comfortable talking about our health,” says Garone, explaining why he & a few friends launched Movember in 2004. 4 the 30 days in November, men are asked to grow a “Mo” — the oft-awkward facial hair “generates so much conversation” that it raises awareness & millions of dollars 4 men’s health. At release in 2004, cultural networks were minimal, but the rise of the cultural web has led to a snowball effect online.
“Over the last two years, we’ve seen an acceptance of cultural media,” which helps to accelerate the amplification of the Movember messaging. says Garone. During Movember 2011, the U.S. tweets handle @Movember saw 13,404 mentions, & “Movember” was part of 937,817 cultural press conversations. On one’s Mo Space, a “Mo Bro” is encouraged to article updates about mustache growth, which is provided to his cultural networks on fb & Twitter, contributing to these conversations & helping to develop a passionate community.
Beyond fb & Twitter, the Movember campaign also utilizes a mobile app & viral videos to take fundraising to the next level.
Thanks to cultural & digital savvy, Movember has grown into a global movement that spawned more than a thousand mustaches last November, helping to net more than $14.5 million. examine out the movie above to see Adam Garone, creator & chief executive of Movember, discuss mustaches & cultural media.
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Image courtesy of iStockphoto, selimaksan
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