Cause Marketing - Movember

Topics: Advertising, Facebook, Men's health Pages: 12 (3284 words) Published: February 18, 2013
The Movember Effect


Is Social Cause Marketing another marketing fad; or an opportunity to rethink how you connect with your customers?

A Discussion on Marketing Campaigns not designed for profit.

Presented by Group C
Submitted Movember 8, 2012

The Movember Story [pic]

The Movember idea was established by Travis Garone and Luke Slattery of Melbourne Australia while discussing recurring trends and pondering “where the Mo had gone”, and joked of bringing it back. The two mates, inspired by a friend’s mother who was fundraising for breast cancer, decided to grow Mo’s to campaign and raise awareness about men’s health and prostate cancer. They choose to promote within the month of November renaming it Movember. Travis and Luke established rules and guidelines, which are still in place today. These rules are as follows:

1. Once registered for Movember, each Mo Bro must begin the 1st of Movember with a clean shaven face.

2. For the entire month of Movember each Mo Bro must grow and groom a moustache.

3. There is to be no joining of the Mo to your side burns (That is considered a beard)

4. There is to be no joining of the handlebars to your chin (That is considered a goatee)

5. Each Mo Bro must conduct himself like a true gentleman.

The first year, the two mates found 30 guys man enough to grow a Mo and agreed to charge $10 to do so. These men grew their moustaches with such enthusiasm, that they decided to formalize the concept in 2004 and developed the Movember website. After researching male health issues, they decided to raise funds for Prostate Cancer with the first official donation being made to the Prostate Cancer Foundation of Australia (PCFA). That year 450 Mo Bros and Mo Sistas raised AUD $54,000.

Since then Movember is now being participated in 13 countries with 854,288 participants (registered on the website) while raising C$127.7 million globally during the 2011 campaign, an increase of C$48.9 million over the previous year. From those numbers, Canada specifically raised C$42.3 million through 246,427 registered Participants.

Movember has become a worldwide movement working to change the attitude men have about their health. Through their actions, public and private conversation is started about the often ignored topic of men’s health and vast awareness is raised on the topic around the world. Mo Bros effectively become walking, talking, billboards for the 30 days of November raising awareness for men’s health.

Where the Money Goes [pic]

Canada alone raised C$41.9 million, of those funds 77.7% was donated to Prostate Cancer Canada, 8.6% was committed to Global Action Plan, 3.3% to Movember’s awareness and education program, 5.9% to administration and fundraising costs, and finally 4.5% retained to cover future campaigns to ensure Movember’s continuity. (See Appendix 3) As of November 5, 2012, there are 16,519 Canadian registrants who have already raised $332,090, and those numbers continue to grow.

Movember’s Global Strategy [pic]

Movember is the largest global event dedicated to men’s health and raises awareness and funds to help find a cure for prostate and testicular cancer. Since the beginnings in Melbourne Australia in 2003, Movember has become a global movement inspiring more than 1.9 Million Mo Bros and Mo Sistas to participate with formal campaigns in Australia, New Zealand, the US, Canada, the UK, South Africa, Ireland, Finland, the Netherlands, Spain, Denmark, Norway, Belgium and the Czech Republic.

Big steps have been taken towards changing attitudes and habits relating to men’s health around the world but there is still much to be done to catch up with the women’s health movement. Via the moustache, Movember aims to fulfill its vision of having an everlasting impact on the face of men’s health by continuing to spark conversation and spread awareness of men’s health each year....
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